RFSU Ltd provides products such as condoms, sex toys, and pregnancy tests, but unlike other companies, the profits go directly to The Swedish Association for Sexuality Education (RFSU Org – A namesake stand-alone non-profit organization). Meaning that each time you purchase a product, you support RFSU Org’s important work for sexual and human rights worldwide. But few people think about the bigger purpose when they buy a pack of condoms or sex toys, so the brand needed a new communication platform to unveil the heart of the business and the distinctive stories behind every product.

Part of a multi-channel brief was to create a new type of manifesto film, that would clarify the purpose of the brand and its greater purpose to their target audience.

The objective was to foster a deeper emotional connection with the brand and its products, and ultimately enhance the synergy with the namesake non-profit organization.

The film takes place in a playful and dynamic universe, fluently transitioning through multiple worlds and incorporating elements of 3D, animation, and illustrated layers.

With our narrator serving as the cornerstone of the film’s creation, we embarked on the subsequent scenes with a profound sense of playfulness and creative freedom – without losing sight of the film’s spicy yet profound narrative – a spirit that undeniably shines through in the final product.

When we measured the film's mood score, i.e. measured the commercial's emotional strength, the film achieved a result of 92 out of 100%, which is the highest performing asset ever measured through Mood Scores. With an overall reach of 47,5 Million in the small Nordic region, 66% liked the brand more after watching the film (benchmark 44%) with a +14% increase in respect for the brand (total: 38%) and 22% became more eager to buy RFSU's products (benchmark 13%).

Despite the somewhat technical aspects of the synergy between RFSU Ltd and RFSU Org - 77 % are satisfied by quickly understanding which brand is behind it (bench: 57%) 45% say that they have gained knowledge and insight into the brand and organisations offerings.