2021 Winner

CASE SUMMARY

Objective & Challenge

Trojan is the ubiquitous condom brand that dominates the category, and owns protection. But what the brand was lacking, which was seen as an impediment to future growth, were attributes of modernism and relatability. People under 25 didn’t see Trojan as a brand that connected to them.

Additionally, the brand was struck by a startling fact that once the pandemic started, people were having less sex. While sexual activity was generally trending down in the demographic (more than twice as many millennials were sexually inactive in their early 20s than the prior generation), during the pandemic it fell off a cliff.

The objective became to modernize and make the brand more relatable, while promoting sex.

Insight & Strategy

The team did social listening and focus groups to understand the modern cultural conversation around sex. A topic always soaked in slang, they quickly recognized that Netflix & Chill is still the modern way to ask if someone wants to hookup. Broadly known in our target audience, it’s the simple shorthand for sex. Given the fact that people were having less sex, the 2020 movie calendar had evaporated, and Canadian’s had exhausted their streaming cue, they realized th brand could create utility for the audience and get people hooking up again.

The problem with Netflix & Chill is two-fold: one, you can miss a good movie; two, sometimes the action on screen is distracting. Who wants to hear gunshots or impassioned speeches when you’re doing the deed? What if there was a full-length movie that was designed to focus just on the ‘& Chill’ part - the one, where the true action begins?

Execution

Introducing “& Chill” a feature length movie made up entirely of credits. The film started with epic film opening credits, and quickly transitioned to a post-film scroll, allowing users to “Chill” as quickly as possible. The credits were full of hilarious commentary, and product placement, in case users looked up.

The film ran on late night television on City TV and YouTube and was supported by a digital promotion on Amazon to drive sales.

Results

The movie was supported with trailers and banner ads, and a little PR. Quickly it became one of the highest rated content pieces of the year. In a target with declining sex, and a year where people were having even less sex, we increased total Trojan sales +8% in a declining category.

It also achieved 32MM impressions overall; 97% positive reviews on Youtube; 25X the average Facebook engagement rate vs the category (health & beauty); 9.6X the average Instagram engagement rate vs the category (health & beauty); 4.7X the average IG Stories engagement rate vs. the category (health & beauty); and it doubled the brand’s social follower acquisition rate during the campaign. The &Chill campaign also garnered 1MM Impressions a day when it was live.

Credits

Trojan & Chill Credits:
Agency: Forsman and Bodenfors Canada
Chief Creative Officer: Matt Hassell
Executive Creative Director: Glen D’Souza
Writer: Matt Hassell, Nicole Luzine
Art Director: Glen D’Souza, Sabino Lops
Head of Production: Johanna Stewart
Lead Senior Producer: Jackie Pal
Head of Strategy: Andrew Carty
VP, Client Service: Julien Bissuel
Account Director: Nicole Legate
Account Coordinator: Jasmine Madalena
Director of Content: David Quatch
Project Manager: Kelly Bounds
Studio Designer: Rachel Laird
Client: Church and Dwight Canada
Head of Marketing: Gregory Major
Marketing Brand Director, Personal Care: Sarah Joseph
Marketing Manager: Frayan Mama
Assistant Marketing Manager, Personal Care: Jawwad Khan
Post Production Company: The Vanity
Executive Producer: Stephanie Pennington
Producer: Kayla Baxter
Visual Effects Supervisor: Naveen Srivastava
VFX Artists: Joaquin Manay, Adam Silcox-Vanwyk, Sean Cochrane, Noah Matikainen, Andrew
Farlow, Kaelem Cahill, Josh Clifton
Music & Sound Production Company: Eggplant Music + Sound
Executive Producer: Nicola Treadgold
Audio Director: Adam Damelin
Composers: Adam Damelin, Jeff D Elliot, Iain Gardner
Song: "Caroline" by Owen Davies and The Evangelists