Making condoms the must-wear fashion trend

Sex.

It’s so hot. Except when wearing a rubber. Then, it’s…not.

Where’s the freedom? Where’s the feeling?

At least that was the perception held by Millennials. To change the idea of condoms being decidedly unsexy, we wanted to make them seem more “fashionable,” more “wearable.”

Like something you put on before you get it in. That type of thing.

Already an agency client (we worked with Trojan on the professional side, targeting doctors’ offices and clinics), we pitched the brand for their consumer business. Here’s how our “It’s what your wear” campaign translated in print.

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