Project Description

Loverplus Promotion

We invited people to share their secret that they use when engaging in conversation about sex amongst polite company. We called these ‘Safewords’.

What we were looking for were the most unique authentic South African words to include in our campaign. This collection of safewords would be printed on limited edition condom packs to get the conversation going. Those who engaged with us stood a chance to win prizes, including entrance to an exclusive party with VIP celebrity guests. Ideas for the campaign included radio, print and in-store advertising.*

* This conceptual campaign was never flighted.

Agency: Joe Public Ignite
Client: Loversplus
Year: 2016