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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
In the aftermath of the Boston Marathon bombing, a local design studio sought to make sense of the chaotic sequence of events. Using iconography to tell the story, here is the book they created: 102 Hours.
Section: Inspiration -
book design, communication design, Design for Good, social issues
Students seem to be always stressed out. Tight deadlines, poor time management, balancing school and life, taking too much on. As an educator, I may be on the other side of the fence, but I can totally relate.
Section: Tools and Resources
Jonah Lehrer wows the audience with this presentation on
what science can learn by studying human creativity, and intrigues with
comments such as, “We’re all sacs of water and protein, anyhow.” Using
discoveries in modern cooking and music as examples he explains how what
may initially be shocking gets assimilated into the mainstream as the
mind finds patterns over time. Therefore, the best creations walk the
line between breaking new ground and channeling the familiar.
Section: Why Design -
Conference , business
A public campaign that brought together a local coalition of labor, faith, student and community organizations—including Occupy Kansas City—to demand that the utility company KCP&L pay its fair share in taxes and
stop raising rates on Kansas City’s “99 percent.”
Section: Why Design -
branding, typography, Design for Good, identity system, partnerships, pro bono, social responsibility
External Resources (cont.)
25 Films by Akira Kurosawa
Rodrigo Corral Design
AIGA Design Legends Gala Program