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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
Americans have become great at ignoring charity appeals. To help a local food bank tap a new donor base during difficult economic times, this campaign took a popular assumption—that “nothing could end hunger”—and redefined it as the solution, turning “Nothing” into a food brand.
Section: Why Design -
advertising, information design, environmental design, experience design, marketing, nonprofit, packaging, print design, product design, web design, Competition, Design for Good, logos, mass communication, packaging, signage, video, website, social issues, strategy
This has been one of the most popular questions I’ve received so far,
and goes to show the how high the demand for UX designers and UX design
Section: Tools and Resources -
data visualization, interface design, user experience, digital media, professional development, advice
To increase participation and attendance, Figment, an annual art and cultural festival in New York City, needed a new brand identity that was both consistent and flexible enough to capture the event’s creative spirit. Enter design firm MSLK, which had a “thought” or two on how to do just that.
Section: Why Design -
branding, identity design, metrics of effectiveness, Making the Case
To help young cancer patients track and manage pain, SickKids hospital needed to find a way to encourage them to fill out detailed pain reports on a daily basis. Cundari created a solution that was both engaging and useful, tapping into children’s love of interactive gaming and technology.
Section: Why Design -
experience design, games, interaction design, interface design, user experience, user research, Design for Good, mobile, health, metrics of effectiveness, problem solving
Roca Barcelona gallery
External Resources (cont.)
The Gaslight Anthem
Base Art Co.