O.k. Print WATER CARRIER by Ultrarpm Istanbul

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Industry Contraceptives & Pregnancy Tests
Media Print, Magazine & Newspaper
Market Turkey
Agency Ultrarpm Istanbul
Executive Creative Director R. Paul Mcmillen
Copywriter Derya Karabina Banista
Photographer Emrah Meshur, Gokce Eren Memisoglu
Account Supervisor Baris Alemdar
Released May 2009

Credits & Description

Category: OTC Pharmacy
Product/Service: O.K. CONDOMS
Executive Creative Director: R. Paul McMillen
Copywriter: Derya Karabina Banista
Art Director: Emrah Meshur
Account Manager: Muge Gurkaynak/Aysegul Ogelman
Account Supervisor: Baris Alemdar
Advertiser's Supervisor: Gelincik Onan
Photographer: Gokce Eren Memisoglu/Emrah Meshur
Type Of Ad: Newspaper and Magazine
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: ULTRARPM , Istanbul, TURKEY

English Translation of Main Headlines
"DON'T SAY NOTHING WILL HAPPEN TO ME, OK?" The print campaign is produced for Turkey's leading and popular condom brand O.K. It thoughtfully surpasses cultural and political sensitivities about condom communication by using a harmless analogy. Instead of directly addressing the issue of high risks involved in unprotected sexual intercourse, the print campaign focuses on the underlying attitude of negligence. The creative idea directly challenges the wide-spread nonchalance caused mainly by groundless self-confidence. A common, everyday example of carelessness serves as a pleasant warning without alienating or intimidating the readers.