Jontex Film, DM, Case study Edible Candy Wrapper by BETC São Paulo

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Edible Candy Wrapper

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Industry Contraceptives & Pregnancy Tests
Media Film, Direct marketing, Case study
Market Brazil
Agency BETC São Paulo
Chief Creative Officer Erh Ray
Creative Jose Pedro Bortolini, Americo Vizer, Alexandre Ravagnani, Chico Lucas, Rodolfo Barreto, Daniel Schiavon, Gustavo Guives, Fillipe Abreu, Vitor Prado
Production Corazon
Director Premier King
Released June 2018

Credits & Description

Title: Edible Candy Wrapper
Client: Reckitt Benckiser
Brand: Jontex
Agency: BETC São Paulo
CCO: Erh Ray
Creative: Rodolfo Barreto, Daniel Schiavon, Alexandre Ravagnani, Chico Lucas, Americo Vizer, Fillipe Abreu, Gustavo Guives, José Pedro Bortolini e Vitor Prado
Creative Project Management: Gabriela Muller
Brand&Business: Daniela Keller e Luana Gregorio
Communications & PR: Camila Nakagawa
Strategy: Renata Bokel, Utymo Oliveira e Paula Lins
Channels & Engagement: Carlinha Gagliardi, Felippe Sobrinho, Ruy Neto, Artur Martins e Herlan Honorato
Production: Mariane Goebel, Anna Ferraz, Julia Padovan e Daniela Nammur
Graphic Production: Gilmar Souza, Carlos Valeriano, Robson DeVitto, Plínio Junior, Márcio Brusaferro
Production Company: Corazon Filmes
Director: Premier King
Motion Producer: Tiago Hasegawa
Audio Production: Cabaret Studio
Client Approval: Guilherme Nogueira, Paula Neves e Juliana Rufino
Synopsis:
Educating the population about condom usage on their sexual intercourse has became each day more important. However, in Brazil and in other countries around the world, there's a common saying stating that “Sex with a condom is like eating candy with the wrapper on” - an old perception that harms the STD prevention investment made by brands and government.
To fight this common saying and highlight all the new Jontex Real Feel benefits – a latex free condom, that allows a real skin-skin touch sensation - the brand, in partnership with BETC São Paulo, launched a campaign with an unusual concept: an edible candy wrapper, to prove that eating candy with a wrapper on and have sexual intercourse with condom can be both delicious.
The brand sent a special kit with the candy and the new Jontex Real Feel to digital influencers and distributed samplings in bars.
Throughout the film, it's possible to conclude that everyone who tried it realized that eating candy with the wrapper on and having sexual intercourse with the condom on can be. By doing this, Jontex hopes to redefine a common saying and, at the same time, improve prevention.