Four Seasons Naked Condoms
The Rise of the STI’s
Brief
How do we warn young Australians about rising STI rates, while driving awareness and consideration for Four Seasons Condoms, in a category where condom use is declining?
Insight
Gen Z has grown up surrounded by safe sex messaging, but familiarity has bred indifference. Traditional fear-based messaging is now easy to ignore because it feels clinical, preachy and disconnected from how young people actually engage with culture.
Strategy
Stop behaving like a public health campaign and start behaving like entertainment. Create culturally native, social-first content, using humour, spectacle and participation to make the risks of unsafe sex feel immediate, social and impossible to ignore.
Idea
The Rise of the STI’s. Rather than falling back on traditional PSA advertising, the campaign transforms STIs into cinematic, absurd monsters invading the real world. Built as a social-first entertainment ecosystem, the work uses humour, chaos and culturally recognisable storytelling to spark conversation, participation and sharing, whilst positioning Four Seasons Naked Condoms as the antidote.
Hero film
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