If verbal and physical cues to sexual consent are too straightforward for you, you could always go to Argentina and pick up a "consent pack" of Tulipán condoms—with the concept of consent built into the package design, as it requires four hands to open.
"Tulipán has always talked about safe pleasure, but for this campaign we understood that we had to talk about the most important thing in every sexual relationship: Pleasure is possible only if you both give your consent first," says BBDO Argentina, which dreamed up the idea.
Here's a little video about how it works:
A limited edition of consent packs was handed out free of charge at bars in Buenos Aires recently. The initiative is aimed at promoting respect in sexual relationships.
Writing about Tulipán always takes me back to 2000, when Argentina lost a World Cup qualifying match to Brazil—and Tulipán made the ad below, from Y&R, with the tagline, "We are already thinking of revenge." (This ad certainly does not promote respect in sexual relationships.)
Brazil's soccer federation responded with an ad of its own (see below), using a lowercase "a" to illustrate Argentina's on-field impotence. The line on that one was, "It wasn't the first time. Nor will it be the last."
Tulipán ended up having the last laugh, though. Brazil ended up struggling mightily to qualify for the 2002 World Cup (despite, ironically, eventually winning the tournament) while Argentina breezed through qualifying. Tulipán rubbed Brazil's face in it with a Y&R ad for its lubricant gel that read, "We entered comfortably."
Campaign: "Consent Pack"
Agency: BBDO Argentina
Creative VP: Ramiro Rodriguez Cohen
Executive Creative Directors: Joaquín Campins, Christian Rosli and Diego Gueler
Creative Team: Raquel Chávez / Manolo Catalán
Project Manager: Ana Bianchini
Agency Producer: Sol De Martini
Digital Manager: Lucía Parodi
Social Media Manager: Silvia Arévalo
Industrial Design and Production: The Pasto
Production Company: Oruga
Director: Martin Levi
DOP: Juan Guillermo Peña
Art Director: Maria Ana Casariego.
Executive Producer: Ioni Borisonik
Editor: Pablo Betas
Postproduction: Martin Kowal
Sound: Porta Estudio
Media Agency: PHD Argentina
Advertiser Supervisors: Cecilia Nuñez Fabbri, Victoria Kopelowicz y Felipe Kopelowicz