We launched a new product: Phondoms. A limited edition of smart phone condoms which, when used, blurs images in the camera preventing identification of any individual being filmed in an intimate situation. We designed it with the same texture and material as a regular condom, but easily fitting to any cellphone. And with colours, too!

When putting on a phondom on their cellphones youngsters can have the videos they want with the certainty that nobody can recognize them in their images. We then created a pack that was delivered as a take-away with all the varieties of our prophylactics.

We created a product, not to be sold, but to deliver a relevant and powerful message to a target audience that is surprised by nothing: youngsters.

The campaign was launched on September 21st, spring celebration day, in which the tradition in Argentina is for students to go around having fun and turning the whole city into an explosive cocktail of hormones and debauchery. And one of the days when most condoms are sold in the year. We included a Phondom gift in every Tulipan condom pack. Audiovisual content was launched on the same day. Furthermore, the now abandoned condom dispensers in bars and public places were turned into phondom dispensers. And we developed a social media campaign using well-known influencers.

Campaign assets:

- Pack design and sampling

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Amplification assests:

- Trailer

- AVC

- Tweets

- Influencers

- Facebook Posts

- Youtube Masthead

- Poster Cinemagraph

- GSP Video

- Google Blast

All the main digital, radio and TV news shows and even entertainment and gossip television shows featured the video, representing more than USD 350K in earned media. With 7 million people reached and over 2.2 million involved in the conversation, we helped raise awareness of this initiative.