Moments Condoms - Campaign

It's so on.

The insight.

Women buy 41% of condoms. But women still feel that awkward condom purchase cringe at checkout. The need to hide them away. Embarrassment at the thought of someone finding a condom buried in a handbag. Moments is the first condom brand designed for female pleasure, because women deserve 100% more.

The challenge.

We supported Moments’ positioning with a bold campaign rollout across social, BVOD, OOH and owned channels. The aim? To make Moments the go-to brand for 20-30 year-old Australian and NZ women buying condoms. Our campaign shouted from the rooftops: women’s needs come first.

Storytelling.

The condom category is filled with dark colours, objectifying imagery and language that puts men’s needs first. It was time to flip the script. Not “he conquered” but “she initiated”. Our creative platform—“It’s so on”—focuses on the female gaze: her agency, her pleasure, her sexual confidence. From shaving above the knee to making your housemate wear noise-cancelling headphones, we celebrated those little relatable moments from a female POV. We put her pleasure first.

Art Direction.

We bathed each scene in Moments’ saturated brand colours. Rich purple, lime green, vibrant orange, bright pink. Our set design echoed the colours of Moments’ distinctive packaging.

Related projects.

  1. DISSH

    Shop Intentionally, Style Effortlessly.

    Read DISSH

  2. July

    Becoming an extension of a social team.

    Read July
  3. See more work

Download our Health and Wellness Brand Report