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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS_PT21_076M
About the Work
“Rising Time” is a bread cookbook created by Trojan Condoms to remind couples home together that they could be having sex. Its 69 pages are filled with with surprisingly erotic bread photography and sensual bread recipes. All of the recipes were real, functional recipes, and anytime the dough needed to rise, the instructions gave an explicit suggestion of what you should be doing with that rising time: sex! Each bread recipe was paired with a variety of Trojan condom that complemented it, and all of the photography was either erotic shots of bread or subtle nods to protection - the plastic wrap - to tie it all back to Trojan condoms. To stand out against all of the dark and depressing news, we created the book with
bright, bold colors to give everything a playful, light feeling. The Rising Time cookbook launched on May 17th (Global Baking Day) which helped it rise to the top of the bestseller list.
Results:
- Let the book rise to #7 on the Amazon Best Seller List
- Add 20.8M total earned and social media impressions
- Fold in earned pickup from PaperMagazine.com, Hypebeast.com & Hypebae.com
- Sprinkle in headlines like, “This Is the Horniest Bread Cookbook” and “Embrace that you'll never look at bread the same after reading Trojan's 69-page cookbook”
- Top with 81% of earned coverage including “Trojan” in the headline
- Add 11,279 site sessions in the first week, 76% of those being direct visits
- Mix in Instagram assets that surpass Trojan’s engagement rate benchmarks
bright, bold colors to give everything a playful, light feeling. The Rising Time cookbook launched on May 17th (Global Baking Day) which helped it rise to the top of the bestseller list.
Results:
- Let the book rise to #7 on the Amazon Best Seller List
- Add 20.8M total earned and social media impressions
- Fold in earned pickup from PaperMagazine.com, Hypebeast.com & Hypebae.com
- Sprinkle in headlines like, “This Is the Horniest Bread Cookbook” and “Embrace that you'll never look at bread the same after reading Trojan's 69-page cookbook”
- Top with 81% of earned coverage including “Trojan” in the headline
- Add 11,279 site sessions in the first week, 76% of those being direct visits
- Mix in Instagram assets that surpass Trojan’s engagement rate benchmarks
2021 Awards
Total Points: 3
Merit
Credits
Agency
72andSunny / New York
Art Director
Anne Marie Wonder
Creative Director
Geno Burnmester
Peter Hughes
Design Director
Frank Dresme
Executive Creative Director
Bryan Rowles
Group Creative Director
Nick Kaplan
Strategy Director
Sidney Henne
Writer
Emily Hovis
Senior Strategist
Justine Basil
Associate Brand Manager
Stephanie Gelband
Brand Manager
Charlotte Peter
Kate Szelingiewicz
Director of Production
Lora Schulson
Global Marketing Executive
Eileen Hsu
Group Brand Director
Scott Balalas
Junior Producer
Caitlin Culhane
Senior Associate Brand Manager
Elizabeth Slenker
Vice President of Marketing
Bruce Weiss
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