Stockholm Celebrates Condoms

These Champagne-popping ads are not really promoting Cristal or Dom Perignon; instead, they are a celebration of safe sex by the city of Stockholm.  

The explosion of the popped Champagne in the ads is meant to communicate the celebration point while evoking a suggestive reference to ejaculation.

I am not sure how well that translates to their “use a condom” message, as using a condom obviously prohibits this kind of visual. I still give them thumbs up for the positive message.

The 2008 campaign was done by ESTER, Stockholm, Sweden with art director Lotta Mellgren, and copywriter Emma Zetterholm.