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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
Facing a crisis, the LIVESTRONG Foundation responded with a subtle rather than radical rebrand, boldly banking on the organization’s secure sense of self and its message that LIVESTRONG has never been about one person.
Section: Why Design -
advertising, branding, communication design, identity design, marketing, nonprofit, print design, Competition, brochure, business strategy, logos, mass communication, online advertising, print advertising, video, website, health, strategy, social media
Architects have them, now designers do too. Already trusted by Fortune 500's and business celebrities, and endorsed by Ogilvy&Mather and FiDM, graphic design bLuPRINT poised to become new industry standard.
Section: Tools and Resources
What’s it like to establish and run a successful studio—all by yourself? Von Glitschka of Glitschka Studios in the Pacific Northwest shares thoughts and plans for the future in this interview for “Defining the Studio of 2015.”
Section: Inspiration -
freelancing issues, interview, culture, business plans, collaboration, new business development, studio management
For this collaborative environmental and experience design project, a series of large one-of-a-kind outdoor “dots” were designed by artists and affixed to public sidewalks throughout Toledo to enhance a sense of place. Residents and visitors alike could locate, map and collect dots using a website and app.
Section: Why Design -
environmental design, experience design, nonprofit, web design, digital media, Design for Good, mobile, website, mapping, chapters
External Resources (cont.)
Turner Duckworth Holiday Card 2009