CLIENT: The Elena Franchuk ANTI-AIDS Foundation.
BRAND: «Naked Street Fashion» nationwide street wear design contest.
OBJECTIVES: Create bright and memorable t-shirt design, which motivates youngsters to have a safe sex with a condom.
STRATEGY: Inside the target community, Ukrainian and Russian-speaking youngsters, “a condom” means something slimy and unpleasant, and teens are too shy to ask condoms in local pharmacies.
To motivate them to use a condom, you must transform an ordinary condom visual into a something funny and friendly, something, that makes him smile, not shy.
SOLUTION: “From slimy to smiley.” I transform the ordinary condom shapes into funny and colorful hats. And added the support phrase “gentleman wear top-hats” — to avoid any verbal reminders of condoms. Why I need to prevent this — you can read here.
RESULT: Colorful t-shirt design, with a funny declaration of safe sex principles.
T-SHIRT DESIGN IN REAL LIFE:
Full-sized t-shirt print, for light-colored summer t-shirts, printed by full-color silkscreen.
Creative Director, Copywriter & Designer: Lytiuga Mykhailo