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FROM THE ARCHIVES

CASE STUDY: DUREX GET IT ON

Cas e Study by Jerry William s , Fitz gerald+CO Decem ber 29, 2009. Filed Under: Why Des ign Tags : branding Recommend (0)

COMMON HOOPS: EMPOWERING YOUTHS THROUGH DESIGN AND BASKETBALL

Article by Ethan Bodnar October 7, 2011.

Kayak logo Plaid Inc.

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Article by Ethan Bodnar October 7, 2011.

Via vimeo.com

WHY DESIGN

External Res ources Does your s tartup need a des igner cofounder? Enrique Allen runs dow n the characteris tics of des igner founders , s cenarios w here des ign is particularly im portant, and how to s pot des igner founders in the w ild. w w w .des igns taff. A n Important T ime for Des ign Cam eron Kocz on calls on des igners : "We have a new purpos e: elevate des ign and help change the w orld. Lets talk about how to do that." w w w .alis tapart.c Students Give Kimberly-Clark a Les s on in Des ign T hinking Ins piring read about RISD s tudents w ho identified s us tainable new concepts and s calable des igns for the exces s ive w as te produced by the m os t w idely us ed s teriliz ation w rap on the m ark et. w w w .greenbiz .com

COMMON Hoops empow ers young kids in Hale County, Alabama, to take leadership roles and give back to the community through design and basketball. Section: Why Des ign - Tags : s ocial res pons ibility, Des ign for Good

CASE STUDY: ASSET PROMISE CAMPAIGN

Cas e Study by Richard Hollant February 7, 2012.
A poste r for the Ge t I t On campaign for Dure x condoms. (photo: Arian Camille ri, shutte rblind.com)

CLIENT

Durex Get It On (aka Balloon Animals) September 2008February 2009

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PROJECT TITLE

DURATION

Working closely w ith the Middletow n Youth Services Bureau, co:lab designed solutions to bring data about

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w hat kids needs to succeed into the community.

TEAM

Fitzgerald+CO, based in Atlanta, created Get It On for Durex. For online and TV we worked with production company Superfad in New York. Our team was comprised of:

Section: Why Des ign - Tags : s ocial res pons ibility, Des ign for Good

Fitzgerald+CO:
Jerry Williams associate creative director/copywriter Fernando Lecca associate creative director/art director/designer Christine Sigety broadcast production manager Eddie Snyder chief creative officer

DESIGN FOR DEMOCRACY

Return on Influence, the New ROI Am y Jo Martin on m eas uring the "w arm m etrics " of s ocial m edia including engagem ent levels , viral factors and s entim ent analys is . blogs .hbr.org/cs

FEATURED PORTFOLIO

Superfad (New York):

Geraint Owen executive producer Rob Rugan creative director Andrew Stubbs Johnston art director Mike Wharton director of animation, lighting Dave Thomlison CG animator Domel Libid modelling Adrian Winter compositor Mike Tockman producer

Gramercy Post:
Joe Mendelson senior sound designer Joel Raabe sound designer

Design for Democracy: Ballot and Election Design is an essential advocacy tool for designers and election officials, law makers and citizens. Section: Why Des ign - Tags : election des ign, governm ent, s ervice des ign, us ability

A manda Wolfe Central Penns ylvania

FEATURED PORTFOLIO

DESCRIPTION

Assignment and goal

The agency was asked to create a poster, online and TV campaign to remind young adults to use condoms, without being intimidating or clinical. Using the creative strategy Have fun, but be safe, we needed to design posters to hang in college health clinics and produce a 30-second TV/video spot to promote the product online as well as on select cable TV channels with a gay male audience. Our target demographic was males 1824.

CASE STUDY: CITIES OF SERVICE ONLINE NETWORK

Cas e Study by Cloudred October 10, 2011.

Bryan Kahrs Minnes ota

External Res ources (cont.) T o Win, Integrate Des ign A nd Bus ines s In this excerpt from "The Method Method," founders of the des ignand eco-friendly brand explain the value of having creative

Methodology
Rather than using the typical romantic couples or scantily clad girls and skinny hipster guys, we opted to use the real product in a tongue-in-cheek, fun way. It's the first condom campaign that actually features the product as hero. It is also the first time a condom has established a brand personality.

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Challenges
For the posters, balloon animals were made with actual condoms. As it turned out, inflated condoms are not the easiest props to shape. Having a professional magicianone who makes balloon animalsassisting with numerous props turned out to be the wisest decision of the shoot. The layered files from the posters were sent to Superfad, who used them as a reference for their CGI.
Courtesy of Cloudred

The online netw ork that Cloudred built for Cities of Service a bipartisan coalition of mayors w orking to engage citizens in public serviceallow s cities to broadcast their most urgent needs in a quick and easy format. Section: Why Des ign - Tags : w ebs ite, s ocial res pons ibility, Des ign for Good

having creative leaders hip at the highes t rank s of bus ines s . w w w .good.is /pos t Des igners A re T he New Drivers Of A merican Entrepreneurialis m Bruce Nus s baum : the "grow ing des ire am ong des igners to bring their us er focus , s trategic vis ion, iterative m ethodologies , and propos itional think ing to the s till-geek y, tech/engineeringcentric w orld of s tartups prom is es to be trans form ative and explos ive." w w w .fas tcodes ign How Starbucks T rans formed Coffee From A Commodity Into A $4 Splurge | Fas t Company An interview w ith Stanley Hains w orth, w hos e creative vis ion for Starbuck s s teered the brand to becom ing a cultural icon. w w w .fas tcom pany. T he Future of Education Creating the Future of Education and Work w ants to help educators fos ter creativity and conceptual think ing in s chools . w w w .s w is s -m is s .c

Results
We couldn't be happier with the overall impact and exposure the print and especially the TV component have generated. Without a doubt, this :30 spot has been the most successful piece of communication in the history of Durex global advertising. The spot reached ten thousand viewers online the first day it hit YouTube in February. Within a week we had a few hundred thousand more. Today, it has passed 12 million viewers worldwide and growing. It has also done well at the major award shows. A 2009 Lion winner at Cannes in the viral category, these irreverent characters have also won awards at the One Show, Clios, D&AD, Art Directors Club of New York and swept four categories in AICP, including the coveted Humor category. Get It On has been included in the AICP show at the Museum of Modern Art in New York and in the global ACT Responsible exhibit of the best social responsibility advertising in the world.

Beyond the results

For the team at Fitzgerald+CO, Get It On has reinforced the notion that when you have fun working on a project, it shows through in the final product. It also proves the power of a simple, singular concept. Having such a simple idea meant the online and TV seemed to write itself. And since the concept engages consumers through visuals that translate universally, it's ideal for global use.

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Editor's note: The case study above was written at AIGA's request and coordinated by Sarah Zimmerman. Please contact the editor if you would also lik e to provide a case study.
DESIGN ENVY AIGA MEMBER GALLERY

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FROM THE ARCHIVES

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FROM THE ARCHIVES

V enetian Andrew Byrom

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