#integratedcampaign

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Campaign made for Baby Gap. I wanted to create a campaign for a baby clothing brand that doesn’t pull any punches. Just to really phone in into the chaotic nature of babies. But also to understand those new parents.

The interactive short film shows an intense and heartfelt meeting between two people. The story is told through their thoughts, and the viewer can switch between each person’s perspective – from the first nervous move at a house party through to passionate sex by a lake. The thoughts voiced in the script are based on real interviews with young Swedes, revealing questions, concerns and insecurities about sex that many would never dare to communicate. “Having insecurities when it comes to sex is such a common thing – but many are scared to share them because it means they have to show vulnerability. By portraying – in a raw and honest way – that no one is alone in having these thoughts, we hope that we can give more people the courage to share them and start the dialogue,” says Anette Otterström, Nordic Brand Manager at RFSU. The campaign, created by the Stockholm-based agency House of Radon, is a part of the long-term initiative “Dear Condom”. It launched in 2018 to encourage condom use by portraying condoms in authentically sexy contexts and by sharing people’s unfiltered positive and negative views towards them. Despite being predictably blocked by internet giants like Facebook, Instagram, and YouTube, the campaign spread rapidly, making condoms a hot topic across Scandinavia and earning the campaign numerous national and international awards. “Condoms are not a clinical, necessary evil that you should use because you have to. Rather, they are a statement: a way to show that we respect and care for ourselves and other people. Dear Condom is about amplifying that message and shifting the conversation about condoms – from being the subject of stigma and prejudice to become a provider of freedom,” says Alexandra Arvidsson, Copywriter/Creative lead at House of Radon. At dearcondom.org, RFSU is providing concrete tips and tools on how to practice better communication during sex. To support the campaign, several artists and influential profiles have shared their own “secret sex thoughts” on Instagram, accompanied by the hashtag #DearCondom. To tackle the risk for message blockage in social media, Dear Condom is also going analog through movie posters along the streets and inside youth clinics in several cities across Sweden. It will also be shown both on and off-screen at cinemas. About RFSU 
 RFSU is a non-profit, non-governmental organisation without party-political, trade union or religious affiliation. We run projects and programs to promote access to sexual and reproductive health and rights — both in Sweden and inter- nationally. RFSU plays a leading role in shaping the political agenda on gender equality (as well as SRHR) in Sweden and internationally. In addition, RFSU runs a company, RFSU AB, that makes and sells condoms, lubricants, sex toys and pregnancy tests. RFSU AB has produced this campaign. Credits Campaign: Dear Condom II Advertising Agency: House of Radon, Stockholm, Sweden Actor: Peter Lundhall Actor: Gabriella Engdahl Hair And Make Up: Soley Astudottir Stylist: Sofi Gregersdotter Set Designer: Johan Broome⁣⁣⁣ Grade: Miles Lembke⁣⁣⁣ Sound: Ponytail⁣⁣⁣ Music: City Father Director Of Photography: Albin Sjödin Lead Developer: Furkan Bayraktar Designer: Christoffer McKie Paid Media: Oliver Powers Paid Media Strategist: Christopher McClaren Designer: Andreas Knutsson VFX & Motion: Leo Köhler Editor: Petrus Lidbeck Editor Lead: Anton Nicolau Noren PR Lead And Creative: Johanna Lindberg Project Manager: Frida Sarachu Nilsson Account Director: Maja Haraldsson Producer: Erik Skånmyr Hero Director: Marcus Lundin Creative Lead & Copywriter: Alexandra Arvidson Tags: Integrated Campaign, Sweden, Public Interest, NGO, RFSU, House of Radon, Dear Condom II Read the full article

Which is, so it seems, best accomplished not just by using a consortium of ad agencies effectively, but also by creating a community of consumers to become co-creators of their favorite brands.

D&AD Professional awards // Winner Integrated Campaign Calle 13, the suspense and action TV channel, was celebrating its tenth anniversary. It had to be celebrated in a way that was a wink to its regular viewers, and, at the same time, attracted other fans of suspense and action. And so the 13th Street Cuisine was born: a restaurant open to the public for a month, in which the famous chef Darío Barrio together with the agency’s team created a menu full of irony that reflected the channel’s theme of suspense and action. The 13th Street Cuisine was an integrated campaign: an experience, media content, a source of income, and a choice of gastronomic leisure. 

The DP was gracious enough to work weekends to get this cut so that followers of rp could learn how to make their own Merry the Gift Fairy campaign.