Remove the condom to know the difference between using it or not. Goal: People perceived Tulipan as a brand with an excellent communication but not as a safe condom. We had to demonstrate that the condoms were safe and of maximum quality. Solution: We made the first interactive condoms postcard and placed it in the most famous pubs and discos of Buenos Aires so that people could test Tulipan’s quality and safety. Results: We ended a long time installed prejudice, changing people’s perception and consequently raising the frequency of usage and the sales of Tulipan condoms.
Advertising Agency: Young & Rubicam, Buenos Aires, Argentina General Creative Director: Martin Mercado Creative Directors: Martin Goldberg, Diego Tuya, Dario Rial Art Director: Gonzalo Fernandez Copywriter: Juan Ignacio Galardi Retoucher: Hugo Horita Photographer: El negro Pizzorno Published: April 2011via adsoftheworld.com