Responses by BETC São Paulo

Background: To promote Jontex’s new condom launch called Orgasm in Sintony—a condom that promises the mutual climax for men and women—we’ve created three different print ads to show the benefits of the product in an unusual and surprising way. We used metaphorical language and animals that have fast and slow features to represent the men and women. Slow for him and fast for her, trying to get at the climax at same time. The target audiences are couples who are sexually disconnected by the lack of sintony.

Reasoning: We tried to solve the briefing with an idea that was not obvious to the category. We developed illustrations that could represent sex and orgasms in a funny way, with graphic visuals that are striking.

Challenges: Finding a graphic solution and making a lot of different positions for each character (animals) that represented the part of the man in blue and the woman in pink.

Favorite details: The final result was satisfactory. Our postproduction partner has achieved interesting visuals with cool shapes for the animals.

Visual influences: We researched a lot of 3-D references, textures and colors to get to that end result. So, there is a mix of visual influences for this project.

Specific demands: The execution time made the project harder. It took a lot of time to fulfill the canvas with a lot of different positions for the animals.

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