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“Syphilis? That’s something from hundreds of years ago, right?” That was the reaction we generally got when we talked to people about New Zealand’s very real, and very 21st century … read moreproblem with this archaic STI. But, syphilis has become such a problem in this country, that it’s now at its highest levels ever. With 70% of those cases affecting men who have sex with men.
With the help of FCB, the AIDS Foundation and Durex have set out to tackle this problem and put it back where it belongs; in the dark ages. Our campaign focuses on creating a clash of eras. We took modern hook-up locations, like bars, clubs and toilets and inserted a character out of time – someone in 16th century garb, looking to proposition unsuspecting partners. In print and outdoor, modern pick-up lines have been given a Shakespearean makeover – “Art thee down to fornicate?” And in gay social networking app, Grindr, we borrow from the vernacular of the medium, as men-out-of-time proposition users with lines like “Upeth to?” and “May I behold thine aubergine?”
Because syphilis can be symptomless, our main goal is for people to get tested. But, to really make sure we stamp it out, we also need guys to embrace safe sex too. So, in bars, thousands of condom wallets have been placed, instructing men to “Cloak thy tallywacker”, “Wrappeth thy pecker” and “Sheath thy wang”.
It’s a safe sex campaign for the ages.
read less...FCB NEW ZEALAND
Creative Services Director - Jenni Doubleday
Design - David Reid & Kevin Grady
Senior Mac Operator - Scott Kelly
Studio Manager - Simon Pengelly
Motion Graphics - Corban Koschak
Account Director - Hannah Strachan
Account Executive - Olivia McLean
Digital Strategist (Media) - Kate Grigg
Senior Account Manager (Media) - Gaby Johns
General Manager PR & Social - Angela Spain
NZ AIDS FOUNDATION
Marketing, Comms & Fundraising Manager - Mickey Power
DUREX
Brand & Trade Marketing Manager - Sandy Chan
MATCH PHOTOGRAPHY
Producer - Jess Turney
Stylist & Wardrobe - Lucy Jane Senior
Hair & Marketing - Abi Taylor
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