José Pedro Bortolini //////////////////////// Creative Art Director


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JONTEX CONDOMS

Edible Candy Wrapper


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In Brazil, and in many countries of the world, many people still believe in the old saying: "having sex with a condom on is like eating candy with the wrapper on".

To launch a new condom by the leading sex preservatives brand in Brazil, we’ve decided to transform the meaning of this old perception, which damages the health care and the prevention of HIV and other Stds.

How we done it? By creating a candy that can be eaten with the wrapper on. Simple as that.
And by doing it so, we’ve proved  that it is possible to change people's opinion about a popular saying and make them use more condoms.


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It was months of research and development to finally create the product: a gelatin based plastic that could shrink wrap a piece of candy.

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This idea was put on the streets (and mouths) of consumers, being freely distributed in pubs and bars in São Paulo.

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art direction: Guives Leal / José Pedro Bortolini / Vitor Prado
package design, type & letterings: José Pedro Bortolini
copywriting: Américo Vizer / Chico Lucas / Fillipe Abreu
creative direction: Daniel Schiavon / Rodolfo Barreto /Alexandre Ravagnani / Erh Ray

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film production: Corazon Filmes
director: Premier King
sound: Cabaret Studio
technology: Tank Produções

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