Awarded Gold & Silver at the MENA Effies & Lynx 2018.

We needed to target Arab men over the 2018 FIFA World Cup, but any explicit promotion of sex is banned on public media, and condom advertising is strictly regulated on social media. At the same time, research shows that fans tend to celebrate sports victories with sex.

So we turned key moments and results from every game - not just the victories but the losses, draws, goals, cards, saves and many more - into reasons to have sex through a tactical, real-time Twitter campaign that used cheeky new names for our condoms as the message, and to drive e-commerce purchase.