Aides DM CONDOMLOPE by Goodby Silverstein & Partners San Francisco

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Industry HIV/AIDS
Media Direct marketing
Market United States
Agency Goodby Silverstein & Partners San Francisco
Executive Creative Director Erik Vervroegen
Art Director Andy Dao
Copywriter Thomas Kemeny
Released April 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: AIDES
Product/Service: AIDS AWARENESS
Date of First Appearance: Apr 15 2011
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Executive Creative Director: Erik Vervroegen (Goodby, Silverstein & Partners)
Creative Director / Partner: Steve Simpson (Goodby, Silverstein & Partners)
Art Director / Designer: Antonio Marcato (Goodby, Silverstein & Partners)
Art Director / Designer: Mandi Lin (Goodby, Silverstein & Partners)
Art Director: Andy Dao (Goodby, Silverstein & Partners)
Copywriter: Thomas Kemeny (Goodby, Silverstein & Partners)
Print Producer/Art Buyer: Renee Hodges (Goodby, Silverstein & Partners)
Operations Manager: Renee Fisher (Goodby, Silverstein & Partners)
Operations Manager: Mignonne Lysiak (Goodby, Silverstein & Partners)
Digital Artist: Kirsten Finkas (Goodby, Silverstein & Partners)
Digital Artist: Norma Dea (Goodby, Silverstein & Partners)
Digital Artist: Amanda Havel (Goodby, Silverstein & Partners)
Media placement: Direct Mailing - 90 Mailing Distributed To Artists, Illustrators, Producers, Etc. - April 15, 2010

Describe the brief/objective of the direct campaign.
In the fight against AIDS, nothing is more important than wearing condoms. Most people know that. But still, young people aren’t always wearing condoms. We tried to find out why and discovered that it’s because the conversation is too uncomfortable to have with their partner. So we decided to create comics and cartoons that lighten the mood around the topic, perhaps making it a little easier to discuss.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We came up with dozens of comics ideas and tried to get busy, tired and overworked comic-book artists to draw them for us. But we had absolutely no money, so we needed to convince them to do it for free. Top artists are constantly asked to do work for free from all sorts of non-profit organizations. An e-mail, or even a well-written letter, wouldn’t be enough. We had to find a better way to get their attention and show them that we are fun, creative partners to work with.

Explain why the creative execution was relevant to the product or service.
We decided to stand out from everyone by creating the Condomlope. They’re essentially enormous condoms filled with all the necessary information for our request, custom-made with each person’s name. We brought humour and charm to an otherwise very serious inquiry. Condoms are the single-best tools in the fight against AIDS. It makes sense that we glorify the condom to them and the person we’re sending the request to. It also would work as a bit of a filter. If the condom scared the recipient, they would not be prepared to do what we wanted them to do.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We received a 50% positive response to our Condomlopes, and soon a group of amazing artists were doing all sorts of dirty things with us – all pro bono. These world-class illustrators were drawing, colouring and laying out naughty comics for the cause. Among others, we received a long thank you letter written by David LaChapelle himself. Karl Lagerfeld laughed hard enough that he called us back.