The idea was to demonstrate the benefit of our ultra thin variant. We dramatised it by showing the sperm’s inability to fulfill its purpose in several situations, as an invisible barrier stood in its way. To deliver the idea that our product is hardly noticeable when in use.

By going with a photorealistic 3D illustration execution, we could show how our product functioned effectively in this intimate setting. It allowed us to dial up the presence of an invisible barrier that could stop sperm or sperms right in their tracks. Essentially creating a humorous, eye-catching visual that could also be easily understood. And coupled with our line, ‘There but not there’ the idea was communicated in a lighthearted way.

The campaign is still in its early stages, but so far the response has been encouraging. Placing the posters in the male and female bathrooms in some of the top clubs in KL allowed us to maximise our reach to our target audience in a captive environment. This has led to increased top-of-mind awareness for the brand amongst local clubbers, and a boost in trial at convenience stores at the prime Bukit Bintang shopping district where the clubs are located. Encouraged by the positive response so far, we’re planning to place the posters in more clubs around KL.