Fantasies

Even after decades of public campaigns raising awareness of the importance of safe sex practices, research shows that condom use is not yet as easily embraced by sexual partners as it was thought to be. That’s due in part to the reluctance of certain individuals, especially among the younger demographic, to request their partners to use protection – be it for shame, or for fear of causing a rift in their relationship.
In an attempt to change this perception, Associação Cultural Mix Brasil, a non-profit organization which seeks to promote the freedom of expression of sexual diversity, launched along with Neogama/BBH a campaign focused on the use of preservatives. In a humorous tone, the ads list a number of unorthodox sexual practices and then offers the challenge: compared to other things you’ve asked for in bed, asking for a condom is nothing.
As part of the campaign, the “Fantasies” spot, produced by Vetor Zero/Lobo, employs a purely type-based communication to represent some of the activities that could take place in the bedroom (or outdoors, who knows?), using various animation techniques: stop motion, 3D, cel animation etc. The sections always start off with details in close-up and gradually reveal each word, in a fun game of suggestion and insinuation.