Condomania Campaign #tbt

Condomania is a condom store that promotes fun, safer-sex. Ogilvy & Mather Japan created a campaign that would educate men and women, and see awareness dramatically increase.

Two models were asked to nude-up as they were sucked into a life-size vacuum bag. Sealed without air, the photographer was limited to 10 seconds to take his shots—with multiple people running to open up the bag up again to allow the models to breathe.

I love everything about this campaign from the art direction, photography to copywriting. It’s simple, strong and straight to the point—representing both the product and the message in an iconic visual style.

The campaign ran as a series of advertisements, an online documentary and also made the cover of popular advertising industry magazine Lürzer’s Archive. In 2015 it won a Wooden Pencil from D&AD—to mark the best in advertising and design for the year.

Watch the Condomania documentary with Japanese photographer, Photographer Hal.