Background: Student's day in Tel Aviv University is the biggest students event in Israel, hosting 100,000 students enjoying many brands stands which are offering fun experiences, foods and all that to the sounds of the leading Rock stars and bands in Israel. Durex is participating in this event for the past 5 years, and this year wanted to make a social interactive project that involving the TAU students. The challenge: To make a difference, create a project that will increase awareness among the young crowd for the importance of safe sex. The solution: The best way we could think about both helping young crowd realize how important it is to have safe sex, and do it in an interactive way, was to create a unique display by undressing 50 student and bringing them in "Durexs" giant condom resembling sperm that cant go out. We did it in the main area of the student's day festival. The project was collaboration between Durex, Israel Aids Task Force and the TAU students association. Durex Donated 100 INS to the Israel Aids Task Force for each student that went in the condom. The results: 50 students took their clothes off, and helped getting the awareness up back. 40 reporters worldwide covered the project, which was published all over the world within 24 hours. Just Google "Giant condom Tel Aviv" and see for yourself.
Advertising Agency: Obsessive Creative Marketing, Israel Creative Directora: Gal Markovich, Itay Atias Photographers: Avi Harel, Pini Siluk Giant condom production: Helium.co.il Published: May 2010via adsoftheworld.com