Trojan Condoms - "Rising Time"

72andSunny

72andSunny Brooklyn, United States

31855

Title	Rising Time
Agency	72andSunny
Campaign	Rising Time
Advertiser	Church & Dwight Co., Inc.
Brand	Trojan Condoms
Posted	December 2020
Business Sector	Contraceptives & Pregnancy Tests
Story	With the country on lockdown, we knew that couples were spending more time together at home, but they weren’t having sex, they were baking bread. So to encourage them to have sex we wanted to point out the obvious, that they're using this intimate time together to bake bread, instead of being intimate.We published ‘Rising Time’, a book on Amazon for free in the Kindle store. You could download it. Read it. Follow the recipes and during each bread's rising time you received a not so subtle reminder to have sex. And throughout the 69-pages of recipes, you'd also find condom pairings with each bread recipe and subtle nods to protection—the plastic wrap—tied it all back nicely to the product. Rising Time launched on May 17th, Global Baking Day (obviously) and the couples and press stuck at home took notice.
Media Type	Case Study
Executive Creative Director	Bryan Rowles
Group Creative Director	Nick Kaplan
Creative Director	Peter Hughes
Creative Director	Geno Burmester
Art Director	Anne-Marie Wonder
Copywriter	Emily Hovis
Designer	Frank Dresmé
Group Brand Director	Scott Balalas
Brand Manager	Charlotte Peter
	Lora Schulson
Executive Producer	Julia Laftery
Producer	Caitlin Culhane
Strategist	Justine Basil
Strategy Director	Sidney Henne
Animation/3D	Nate Kim