Forgot your username or password?
Fitzgerald+CO, based in
Atlanta, created “Get It On” for Durex. For online and TV we worked
with production company Superfad
in New York. Our team was comprised of:
The agency was asked to create a poster, online and TV campaign
to remind young adults to use condoms, without being intimidating
or clinical. Using the creative strategy “Have fun, but be safe,”
we needed to design posters to hang in college health clinics and
produce a 30-second TV/video spot to promote the product online as
well as on select cable TV channels with a gay male audience. Our
target demographic was males 18–24.
Rather than using the typical romantic couples or scantily clad
girls and skinny hipster guys, we opted to use the real product in
a tongue-in-cheek, fun way. It's the first condom campaign that
actually features the product as hero. It is also the first time a
condom has established a brand personality.
For the posters, balloon animals were made with actual condoms.
As it turned out, inflated condoms are not the easiest props to
shape. Having a professional magician—one who makes balloon
animals—assisting with numerous props turned out to be the wisest
decision of the shoot. The layered files from the posters were sent
to Superfad, who used them as a reference for their CGI.
We couldn't be happier with the overall impact and exposure the
print and especially the TV component have generated. Without a
this :30 spot has been the most successful piece of
communication in the history of Durex global advertising.
The spot reached ten thousand viewers online the first day it
hit YouTube in February. Within a week we had a few hundred
thousand more. Today, it has passed 12 million viewers worldwide
and growing. It has also done well at the major award shows. A 2009
Lion winner at Cannes in the viral category, these irreverent
characters have also won awards at the One Show, Clios, D&AD,
Art Directors Club of New York and swept four categories in AICP,
including the coveted “Humor” category.
“Get It On” has been included in the AICP show at the Museum of
Modern Art in New York and in the global ACT Responsible
exhibit of the best social responsibility advertising in the
For the team at Fitzgerald+CO, “Get It On” has reinforced the
notion that when you have fun working on a project, it shows
through in the final product. It also proves the power of a simple,
singular concept. Having such a simple idea meant the online and TV
seemed to write itself. And since the concept engages consumers
through visuals that translate universally, it's ideal for global
Editor's note: The case
study above was written at AIGA's
request and coordinated by Sarah Zimmerman. Please contact the
editor if you would also like to provide a case
When the Waldo Canyon Fire broke out in Colorado Springs this past June, a group of creatives rapidly mobilized to create Wild Fire Tees, selling custom-designed T-shirts to benefit those affected by fires statewide. Their simple goal was to sell a few hundred shirts. They underestimated by
Section: Inspiration -
Design for Good, pro bono
In this 90-minute interactive webcast organized by the AIGA Women's Leadership Initiative, negotiation expert Lisa Gates will teach you three key ways to become a leader in your workplace and advance your career.
Practicing safe sex should be fun, a message that these “balloon animals” so perfectly conveyed.
Section: Why Design -
Designing an interdisciplinary exhibit on climate change demanded a strategic blend of media and a complex synthesis of public policy,
documentary journalism and the earth sciences.
Section: Why Design -
Competition, Design for Good, Justified, exhibition design, interaction design, ux design, social issues, social responsibility
The Bold Italic
External Resources (cont.)
Measure Me Stick
Studio 1 a.m.
IZZE You’ll Love What’s Inside Campaign