London International Awards
2022 Winners and Finalists
Bronze
Package Design
Special Editions Product Line
Entrant: | Ogilvy UK, London |
Brand: | Relate |
Title: | "The Hornicultural Society" |
Corporate Name of Client: | Relate |
Client Partner PR : | Rachael Coomber-Nolan |
PR Company: | Ogilvy UK, London |
Agency: | Ogilvy UK, London |
Chief Executive Creative Director : | Jules Chalkley |
Chief Creative Officer: | Andre Laurentino |
Creative Directors: | Nicola Wood/Andy Forrest |
Deputy ECD Of Design : | Luke Ridgway |
Senior Creative Editor : | Sara McAlpine |
Copywriters: | Nicola Wood/Andy Forrest |
Art Directors: | Nicola Wood/Andy Forrest |
Head of Offline Production: | Justin Cairns |
Senior TV Producer : | Kim Parrett |
Senior Producers: | Sue Streatfield/Heather Hart |
Agency Managing Partner: | Katharine Easteal |
Agency Account Directors: | Erica Wood/Jennie Halliday/Erica Cohen |
Illustrator: | Marta Zafra |
Art Buyers: | Jodi Woodhouse-Ward/Ross Walker |
Clear Channel Project Lead: | Jason Jarvis |
Description:
We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden centres and online.
These beautifully illustrated botanical designs in the style of something classy from The Royal Horticultural Society, on closer inspection are suggestive of sexual organs.
Tasteful rather than puerile nods to a clitoris, penis, breasts or testis. This subtle visual wit fit with the tone of voice of the campaign.
Our illustrations were then applied to our seed packets, to make them look as authentic as possible, with painstaking attention given to every tiny detail. Anyone who sees the designs and illustrations won’t look at an onion or aubergine in the same way again.
The condoms were also natural and biodegradable meaning they could be popped in the compost when you're done to keep the garden growing.