Consent Pack
Tulipan
Issue 53 | January 2020
Agency
BBDO Argentina
Creative Team
Creative VP: Ramiro Rodriguez Cohen Executive Creative Directors: Joaquín Campins, Christian Rosli and Diego Gueler Creative team: Raquel Chávez, Manolo Catalán
Production Team
Project Manager: Ana Bianchini Agency producer: Sol De Martini Digital Manager: Lucía Parodi Social Media Manager: Silvia Arévalo Industrial Design and Production: The Pasto Production company: Oruga Director: Martin Levi DOP: Juan Guillermo Peña Art director: Maria Ana Casariego. Executive producer: Ioni Borisonik Editor: Pablo Betas Post production: Martin Kowal Sound: Porta Estudio Music: TDL
Other Credits
Media agency: PHD Argentina Advertiser supervisors: Cecilia Nuñez Fabbri, Victoria Kopelowicz, Felipe Kopelowicz
Date
March 2019
Background
Tulipán has always talked about “safe pleasure”, but given the current context and the movements against gender abuse and violence, the brand understood that it had to talk about the most important of all sexual relations: pleasure in only possible if both people give their consent first.
Idea
The "Consent Pack" was developed, a limited edition of 4,000 packs that could only be opened with the 4 hands of the two people involved. The box has an eight-button system that must be pressed at the same time and pulled out so that it can be opened, then use condoms inside. The packs were distributed free of charge in bars and public spaces in Buenos Aires. The information of the initiative was released to more than 300 national and international media. 200 T1 media were selected and the consent packet was sent to them so they could try it.
Results
The initiative was trending topic (organic) in only 6 hours on the launching day, becoming news in more than 80 national media. The news reached more than 130 countries, getting 1.3 billion impressions in just two more weeks. There was an earned media of + USD 19MM.