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5. Design Kancils [5.3 Poster Design]

creative assets

case film

creative assets

case board

Links:

Product/Service:

Health

Client:

Care Condom

Brief:

In Malaysia, a Muslim-majority country, condom advertising is governed by some of the strictest regulations in the region. And conversations around sex are still very much considered taboo. For a brand built around protection and responsibility, this created a bigger risk. When you can’t talk about your product, people stop noticing. And that leads to brand irrelevance; out of sight, out of mind. The challenge was to work within the boundaries yet still capture attention, drive relevance, and keep the brand top of mind when it comes to safe sex.

Solution:

Changed the rules of the game. If talking about sex was off the table, we’ll switch the conversation by reimagined protection through the lens of sport. A race of 400 million competitors, swimming, cycling, and sprinting, but never breaking past the condom’s finish line. Through this creative metaphor and playful storytelling, we turned what couldn’t be said and shown into something relevant and relatable. The campaign reframed safe sex as a victory, and transformed a forbidden topic into one that celebrated confidence and responsibility for those who chose CARE.

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