Innovation > Innovation
CONSENT PACK
BBDO ARGENTINA, Buenos Aires / TULIPAN / 2019
Awards:
Overview
Credits
Overview
Why is this work relevant for Innovation?
We managed to turn our simple pack of condoms into a powerful message at a global level using the same materials found in a regular pack by designing a unique 8-button system that requires two sets of hands to open, literally, both people must agree to do it, highlighting the importance of consent and respect in every sexual relationship.
Background
We worked the design so that it poses a minimum difficulty to open, in order to make our statement. To correctly open the pack, you need two people. This way, thanks to our design, we state our campaign goal: to prove that consent comes first when it comes to sex.
And we did it all with a limited budget of US$ 5000.
Describe the idea
We created a special pack designed to be opened with the consent of two people. The idea was to create a product that spoke for itself about the importance of consent in sex.
The pack has an eight-button system that must be pressed and then pulled outwards at the same time in order to get the box to open, and being able to use the condoms inside.
In order to open the pack you need, literally, all four hands from both people.
The pack uses the brand’s original pack as a basis, but what we did was change the die-cut opening system for a unique eight pressure button system that requires 4 hands to be opened.
What were the key dates in the development process?
We began designing the pack in August, 2018, and after many test phases we launched it on March 27th, 2019.
The pack work with an eight-point pressure system that then must be pulled outwards in two opposite directions.
The components are the same that those in any other pack: cardboard and plastic. The pack was launched and delivered.
Describe the innovation/technology
The pack is designed with an eight-button system that needs to be pressured and pulled outwards in two opposite directions.
The components are the same that those in any other pack: cardboard and plastic. The pack was launched and delivered.
Describe the expectations/outcome
We had an original set of 4000 packs that were handed out in 2 weeks. Owing to the success and impact of the campaign, we are contemplating a second set of 15000 packs to keep on distributing at the request of people and various entities, including NGO’s and even the administration of Buenos Aires City, which has expressed their interest in joining in the initiative.
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