We all know the age old saying ‘sex sells’. But what about safe sex? We’re honouring the 50th anniversary of World Population Day by listing our favourite creative condom campaigns. Discover our top 5 picks:
5. AIDS COUNCIL OF NEW SOUTH WALES: SLIP IT ON
Drawing inspiration from 1960’s pop art and the humble banana, The AIDS Council of New South Wales in Australia crafted this iconic campaign to encourage consumers to go bananas for condoms.
4. TULIPÁN: KIDS LATER
This adorable campaign was launched in 2011, featuring the tagline “Kids Later”. It centred around couples treating their dogs as their children. The fury companions were placed in situations associated with parents and their children such as celebrating a child's birthday and taking them to the beach. The campaign message is clear enjoy a dog now, “Kids Later”
3. ELASUN: SPORTS MAKE YOU HEALTHY
In the run-up to the 2008 Olympics, swimming, basketball, cycling, rings and archery were apparently voted the safest Olympic sports set to be practised in Beijing. The Chinese condom company Elasun, created a viral ad campaign featuring condoms representing different activities and stick figures participating in these “safest” sports.
2. DUREX: GET IT ON
Reportedly inspired by stills created by photographer Arian Camilleri, Durex’s “Get it On” campaign was launched in 2008 to critical claim. Durex thrusted balloon animals to the forefront of their campaign getting it on in a variety of sexual positions. This campaign managed to be both humorous and educational.
1. TROJAN: XOXO
When Trojan discovered that women made up less than one-third of the purchases of its products, they decided to turn their attention on them. This ambitious 2017 campaign introduced their latest product, the XOXO, a standard condom that comes in gender-neutral purple packaging and includes a carrying case that could discreetly slip into a bag. The 30 second adverts featured a female voice over and couples kissing intimately on piers and doorsteps.
Vodafone Malta: JustPlay Campaign
For our bonus pick we’re throwing it back to 2009 with our very own Vodafone Malta controversial JustPlay Campaign. Launched during fresher’s week at the University of Malta, the campaign offered four colour-coded student packages, each relating to a coloured condom. Inspired by the endless debates on whether the University should have a condom-vending machine on campus. The campaign asked students, who were given the condoms, to think of a creative alternative use for it, unrelated to sex, to participate in a competition.