Naughty Bags

At Cramer & Krasselt, as Creative Director, I collaborated on a powerful awareness campaign tackling teen pregnancy. Recognizing the need for a fresh perspective, we enlisted teenagers as sounding boards. Their insights revealed a crucial barrier: condoms weren't perceived as cool. To bridge this gap, we designed, connected with relevant partners, and launched a new brand of free condoms. This innovative approach aimed to make having a condom readily available – in your back pocket – not just practical, but undeniably hip. The work we created won an Effie Award and was featured in The Drum and Shorty Awards.