2018 Winners & Shortlists

CARE FOR EARTH HOUR

Client/BrandCARE LATEX SDN. BHD.
Product/ServiceCARE CONDOMS
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Type of EntryPackaging Design
CategoryPackaging Design
Idea Creation THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES

The Campaign

60 condom packaging designs that encourage you to make the most of them during the 60 minutes of Earth Hour. We gave the people of Malaysia a reason to do some good for the planet by doing what we all love; each other.

Creative Execution

60 different condom pack designs were created to help spread awareness about earth hour and subtly position it as the perfect time to try the products out too. Each pack featured a suggestive design that when paired with an innocent choice of words encouraged consumers to save energy and use their own too.

Indication of how successful the outcome was in the market

6000 boxes distributed 6000 minutes of energy saving pleasure initiated

“Switching the lights off” is commonly used as a euphemism for sex in Malaysian pop culture. So, who better than a condom brand to encourage them to do both simultaneously? We wanted to talk to the youth of the nation who were more accustomed to open-minded communication and understood the importance of saving energy. We distributed the special edition condom packs to this unsuspecting audience at some of Kuala Lumpur’s most popular pubs.

Credits

Name Company Position
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Alok Gadkar The Classic Partnership Advertising Creative Director
Leslie Paul The Classic Partnership Advertising Creative Director
Thomas Varghese The Classic Partnership Advertising Senior Art Director
Vishal Vinekar The Classic Partnership Advertising Art Director
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Anshuman Bhattacharya The Classic Partnership Advertising Senior Copywriter
Leslie Paul The Classic Partnership Advertising Creative Director
Sneha Iyer The Classic Partnership Advertising Associate Account Director
Vitthal Deshmukh The Classic Partnership Advertising Head of Production
Shankar Chidambaram The Classic Partnership Advertising Production Manager
Devraj Shriyan The Classic Partnership Advertising Retouching Artist
Nasir Rauf Freelancer Photographer
Prasad Paniker Freelancer DOP
Ace Wong MotionROM Malaysia Producer