Title	UNDERCOVER CONDOM
Brand	COOP ITALIA
Product/Service	CONDOM
Category	A03. OTC Products/Devices
Entrant	Y&R ITALIA Milan, ITALY
Idea Creation	Y&R ITALIA Milan, ITALY
Idea Creation 2	VML Milan, ITALY
Production	NEON PRODUCTION Milan, ITALY
Additional Company	POSTATOMIC Milan, ITALY
Additional Company 2	COOP ITALIA Casalecchio Di Reno Bo, ITALY

Name	Company	Position
Vicky Gitto	Y&R/VML	Chairman & CCO
Cristian Comand	Y&R/VML	Creative Director/Art
Mary Apone	Y&R	Creative Director/Copy
Lupo Attardo	Neon Production	Director
Chiara Gilli	Y&R/VML Italy	Account Director
Valeria Pedrazzini	Y&R/VML Italy	Senior Account
Manuela Iorio	Y&R/VML Italy	TV Producer
Sara Affatato	PostAtomic	TV Producer

Brief Explanation

We needed to get young people to practice safe sex and protect themselves from sexually transmitted diseases, so we needed them to purchase condoms but we needed to protect them from the embarrassment of buying them. From here the idea of the newly designed packaging camouflaged the product and made it look like candy, snack and crisp packs therefore making it easier for youngsters to buy. Young consumers reacted immediately, finding the innovative packaging attractive and fun and this inspired them to buy the product.