New Zealand Aids Foundation
The 2012 “L.Y.C.” (Love Your Condom) campaign rides on the back of the very well-received, pro-condom photo campaign of 2011. Blurring the distinction between reality and illusion, the provocative illustrations explore gay sexuality in various pro-sex and pro-condom fantasy scenarios while prominently featuring the L.Y.C. logo patch.
The images are rife with good-humoured, visual double entendres, all rendered in Samantha's detailed comic book style. This risqué feast for the eyes is designed to delight as well as offer firm direction for a healthy lifestyle.
The photos for the 2011 campaign were provocative and well received by the gay community.
‘With the 2012 campaign we are hoping to push the boundaries even more through the use of illustration,’ says Samantha. ‘With illustration we are able to blur the line slightly between reality and slight fantasy, without creating porn.’
Based on the renowned gay artist Tom of Finland, the client, Interbrand, crafted four scenarios to help deliver the L.Y.C. message. ‘To stand out in the market we were wanting the illustrations to be predominantly black and white with colour only added to high light specific areas,’ says Lorenz Perry (Art Director).