A condom brand tries to humorously think through the decision of bringing a child into the world throughout the story of a heartless son who abandons his father in a geriatric institution.

Taking this context into account, we launched the “2011 Erections” campaign, which consisted of plastering the entire city of Buenos Aires with a series of political posters of Argentina, but unlike the real ones, these had fictitious characters and the message of each poster was linked to sex and the brand in a humorous tone. For instance: “you and I do it together”.All these posters responded to the same concept: “In the springtime, we are all candidates”.Like in a typical political campaign in Argentina, we used the public spaces as the main medium to spread a massive message, using everything from traditional posters to a postcard. So when people walked along the street, they were invaded by political messages as well as Tulipán messages.

After launching the billboard campaign, the posters soon appeared in the web and social networks. Due to the massive online repercussion, the campaign was covered by the main media in the country, and was named the Best Political Campaign by the most important national newspaper.

The response was immediate: people supported one candidate or another, helping us spread the message quickly and making it last through the entire electoral period, in it's own political debate.

We wisely took advantage ot the political context of 2011's spring to help the audience to open up to Tulipan's sexual proposals.