Trojan Condoms - "Rising Time"

72andSunny

72andSunny Brooklyn, Estados Unidos

31922

Título	Rising Time
Agencia	72andSunny
Campaña	Rising Time
Anunciante	Church & Dwight Co., Inc.
Marca	Trojan Condoms
Posted	Diciembre 2020
Sector Empresarial	Contraceptivos, preservativos y tests de embarazo
Sinopsis	With the country on lockdown, we knew that couples were spending more time together at home, but they weren’t having sex, they were baking bread. So to encourage them to have sex we wanted to point out the obvious, that they're using this intimate time together to bake bread, instead of being intimate.We published ‘Rising Time’, a book on Amazon for free in the Kindle store. You could download it. Read it. Follow the recipes and during each bread's rising time you received a not so subtle reminder to have sex. And throughout the 69-pages of recipes, you'd also find condom pairings with each bread recipe and subtle nods to protection—the plastic wrap—tied it all back nicely to the product. Rising Time launched on May 17th, Global Baking Day (obviously) and the couples and press stuck at home took notice.
Medio	Case Study
Director ejecutivo de creación	Bryan Rowles
Director del grupo de creación	Nick Kaplan
Director creativo	Peter Hughes
Director creativo	Geno Burmester
Director artístico	Anne-Marie Wonder
Responsable de conceptos / redactor	Emily Hovis
Diseñador	Frank Dresmé
Group Brand Director	Scott Balalas
Brand Manager	Charlotte Peter
	Lora Schulson
Productor ejecutivo	Julia Laftery
Productor	Caitlin Culhane
Strategist	Justine Basil
Strategy Director	Sidney Henne
Diseño imagen	Nate Kim