Client:
One Condoms via The Newhouse Ad Agency (TNH)
Creative Brief:
The brand wanted a print campaign with Chelsea Handler-esque humor, expressing that women should have the power of what goes on in the bedroom. The brand also wanted to communicate that women should not feel ashamed or embarrassed of purchasing condoms. One Condoms wanted women to feel that they have purchasing power through selecting which brand of condoms to buy and to be in control of the use of the condoms as a result with this brand. Last, One Condoms wanted to emphasize its unique package design, where every condom has a different image printed on the round (rather than square) wrapper.
Concept:
The imagery of an open ring box represents a proposal from the man to the woman, where this type of proposal typically gives the woman decision-making power. However, the imagery of a condom placed in the slit of a ring box puts two ordinary objects together in a unique, unexpected way. This visual implies that the man is proposing a sexual activity to the woman. The main copy, "She said yes!" (coming from an excited male voice) immediately shows that with this brand the woman said yes to the proposal of the sexual activity of the man's choice. The sexual activity, shown as ad copy in smaller text and in parenthesis, corresponds with the image printed on the condom wrapper. This also helps to draw attention to the brand's fun variety of package design.