Strangely, condom use has actually decreased in the age of Tinder. Toronto Public Health needed to get Torontonians interested in using condoms again. To do this, they would hold a contest to design the condom wrapper for an official Toronto condom. Our job was to promote the design contest, drive entries, and encourage Torontonians to vote for a winner.

Our campaign idea hinged on one question: What happens if you actually win? How would you deal with being “condom famous?” What’s it like when your art touches millions…of genitals?

The campaign launch video portrayed what happens when you become condom famous: You might be recognized by a grateful person who absolutely LOVES using your work. Print and out-of-home executions also examined the unintended consequences of condom design victory. Headlines were provocative and cheeky. The art was classic, clean, and graphic to resonate with budding designers.

With a small social media budget, we boosted a post and a video to drive contest awareness and entries. Combined, the ads have delivered over 1.1MM impressions and generated over 263k video views on Facebook. The contest has received over 500 entries (NYC received 600 entries and LA’s 500 with much larger budgets).

It was picked up by newsrooms across the country including the Toronto Sun, MetroNews and Indie88 radio. It has also been covered by many popular design websites and industry blogs.

The next wave of work is launching encouraging voting and selection of the final winning designs.