The German condom manufacturer Billy Boy created this out-of-home campaign to remind people of safer sex. The posters were put up at street crossings, with the names in the ads referencing the street names. In Berlin, for example, where Annenstraße meets Heinrich-Heine-Straße, the headline reads: “Always there when Anne and Heinrich meet.” A smart algorithm detected suitable street crossings and automatically linked them to available media spaces located at the spot. This way, the campaign found straight, gay or polyamorous love at every corner in Germany – and created “safer crossings”.
Credits
Client:
BILLY BOY MAPA GmbH – Newell Brands, Zeven, Germany
Design:
Serviceplan Germany, Munich, Germany
Project Team:
Serviceplan Group: Alex Schill (Global Chief Creative Officer)
Serviceplan Germany: Thomas Heyen (Executive Creative Director/Partner)
Markus Kremer (Executive Creative Director/Partner)
Florian Klietz (Managing Director/Partner Consulting)
Martina Kunert (Managing Director)
Christina Lischka (Managing Director)
Sine Marie Harwits Hansen (Senior Art Director)
Nils-Christian Sperling (Final Art Specialist)
Melis Adigüzel (Senior Copywriter)
Daniel Hill (Editor)
Philipp Trübiger (Editor)
MEDIAPLUS Germany: Carolin Holst (Managing Director)
