Bronze eurobest Award

Demo Film


Product/ServiceRFSU CONDOMS
Category A05. Cinematography
Entrant HOUSE OF RADON Stockholm, SWEDEN
Idea Creation HOUSE OF RADON Stockholm, SWEDEN
Media Placement HOUSE OF RADON Stockholm, SWEDEN
Production HOUSE OF RADON Stockholm, SWEDEN
Name Company Position
Maja Haraldsson House of Radon Account Director
Alexandra Arvidson House of Radon Creative copywriter
Hanna Tholl House of Radon PR Creative
Carl Ronander House of Radon Strategist
Sergej Israel House of Radon Producer
Anton Nicolau Noren House of Radon Editor
Petrus Lidbeck House of Radon Editor
Camilla Uhlen House of Radon Designer
Sara Wikström House of Radon Assistant director
Leo Köhler House of Radon Motion
Edin Agovic House of Radon Motion
Furkan Bayraktar House of Radon Developer
Christopher McLaren House of Radon Paid Media
Ylva Lundberg House of Radon Strategist
Joanna Nordahl Indio Director
Erik Henriksson Freelance Director Of Photography
Helin Honung Helin Honung Caster
Tint Post Tint Post Grade and online
Pony Tail Pony Tail Sound design

Write a short summary of what happens in the film

The film opens in a bedroom where a teenage girl and guy are hanging out. They glance at one another. We cut to new scenes of people checking each other out; the settings are varied – we see people in cars, on dance floors, in meadows, at gyms, and in solariums. Tension starts to build: sensuality rises, along with the tempo of the music. Voiceovers from a mix of young people drive the story forward. The unflattering and honest words we are hearing contradict what we see – along with as the sexual energy continues building without hesitation. Glances have now evolved into making out, which then turns into intense, passionate sex. In the midst of all this, some of the lovers reach for a condom. Once the passion hits its peak and then subsides, we realize it’s an intimate and honest love/hate story – for condoms.

Cultural / Context information for the jury

The cast is a mix of Scandinavia’s most influential voices. The SKAM-hype (Skam is a Norwegian TV-show) was still thick over Scandinavia, so we cast Josefine Pettersen, who played Noora: a profile who would appeal across the whole target audience. The film also features a reality star and singer with her high school sweetheart, a Thai-boxing influencer, a twerker, a tattoo artist, a personal trainer, a feminist artist, and the hip-hop power couple of the year. These famous influential cameos were mixed with passionate young couples, directly cast from the target group. They all wanted to join a sex-positive movement for a good cause – to decrease the condom gap. The importance of having a non-stereotypical cast is one of the most important criteria for RFSU which made the cast big, wide and fabulous.

Tell the jury anything relevant about the cinematography.

In order to create a film that felt authentic, intimate and sexy we filmed on 35 mm camera - real film for real feeling. The film technique created a heightened reality and dreamy vibes. One important part of the campaign was to build awareness of RFSU:s new condom packaging, thus, we implemented the packaging style in the actual film scenes. We see this as the VFX on the naked bodies and butts (colors splashing) as well as in a sea of sensual colors made analog and filmed, used as a sexual tension builder at the peak of the film. These effects actually ads great WOW-moments for the film and are now perceived as one of the most important brand-building elements for RFSU.