As often shown here on sex-marketing, the basic approach for sexually transitted diseases awareness campaigns is to scare the viewer with strong images - this campaign is more intelligent and innovative than that - it's an interactive story narrated through videos with multiple choices at the end.
Everything starts at a shop: will you buy condoms or won't you? Starting from this decision, you will live the night through the eyes of our protagonist, up yo the fated sex encounter...this is the starting point, try it!
There's nothing more conventional than using sex in advertising to draw the consumer's attention - it always worked, and it always will.
Still, as you're about to discover on this container of unusual sex-themed advertising, it doesn't mean that it can't be more than unconventional with the proper creative effort - especially when the goal is to shock, create buzz and fuel controversy. And, obviously...to sell.
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