NEW ZEALAND AIDS FOUNDATION – LOVE YOUR CONDOM

RISQUÉ STORY TELLING TO SHIFT RISKY HABITS

 

The 2012 “L.Y.C.” (Love Your Condom) campaign rides on the back of the well-received, pro-condom photo campaign of 2011. Blurring the distinction between reality and fantasy, Samantha Asri’s provocative illustrations, all rendered in detailed comic book style, explore gay sexuality in various pro-sex and pro-condom fantasy scenarios while prominently featuring the L.Y.C. logo patch.
 

‘With the 2012 campaign we pushed the boundaries even more,’ says Samantha. ‘Illustration allowed us to play with the line between reality and fantasy, without creating illicit visuals.’
 

Based on the renowned gay artist Tom of Finland, the client – Interbrand, crafted four scenarios to help Samantha deliver the L.Y.C. message. Working with Art Director, Lorenz Perry, the illustrations were executed predominantly in black and white to create standout, with colour only added to highlight specific areas.

 

See more of Samantha’s work here

 

Client

New Zealand Aids Foundation

 

Agency

Interbrand, NZ

 

Credits

Artwork
Samantha Asri

 

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