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The Consent Pack

basics
Industry: Beauty & Health
Media:Design & Branding
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

We consider it relevant in this category because, by being in contact with the pack, consumers were welcomed to think about the importance of consent in order to enjoy sex.

Background

Most condom brands talk about sex, but people are talking about more serious and relevant issues such as gender violence and sex-related assault. Movements like #NoEsNo (No Means No) are trying to help by exposing these kinds of acts.

We understand that the best way to fight against gender violence is through education. That is why we wanted to convey this message: Sex is a decision made by two people. If there is consent, there is respect and pleasure. This message seems obvious, but yet it is not.

We turned our brand packaging into a statement about respect in sex.
We set up a goal to get everyone talk about the importance of consent.

Describe the creative idea (20% of vote)

We created a special pack designed to be opened with the consent of two people. The idea was to create a product that invited people to think about the importance of consent in sex.

The pack has an eight-button system that must be pressed and then pulled outwards at the same time in order to get the box to open, and being able to use the condoms inside.

In order to open the pack you need, literally, all four hands from both people.

Describe the strategy (20% of vote)

Tulipán cannot promote its advertisements due to Facebook restrictions, so it is forced to innovate regarding communication formats. In this case, its own packaging.

Our target is young people between 18 and 25 years old, whether they are in a couple or not.

Describe the execution (30% of vote)

The campaign lasted one week and had three stages. First, the teaser stage, in which we uploaded a post stating our campaign message.

In the second stage, the next day, we uploaded the main asset which introduced and explained how the Consent Pack worked, and we sent press-kits to over 200 media stations around the country. During that night, and the following three nights, we handed out to people in bars and events in the City of Buenos Aires over 4000 Consent Packs.

The third stage involved uploading secondary content that addressed consent, how to use the pack and conceptual messages related to the campaign, and wrapped it up with a video of couples stating our main message.

List the results (30% of vote)

Considering it was impossible to promote our campaign in social media due to Facebook’s restrictions in discussing sex, we managed to become Trending Topic during the first six hours of the campaign.

Over 80 national media (newspapers, internet, radio and T.V.) shared the story.

The following days, the news that a condom brand in Argentina had invented a pack that needed couples to talk about consent reached over 130 countries. Seth Meyers from NBC and Trevor Noah from Comedy Central, amongst others, told the story in prime-time, USA television.

In just 15 days, we reached over 1.3 billion impressions worldwide (checked by Crimson Hexagon).

We created a campaign to get young people in our country to start talking about consent in sex, and the world responded to this concept.
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Agency:
Production Company:
awards
Cannes Lions International Festival of Creativity 2019
Bronze Brand Experience & Activation
Healthcare
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