URGE TO F CK
After 40 years of promoting condom use, Argentina’s leading condom brand decided to tackle a challenge that comes before protection: bringing back the desire to have sex. That’s how “Ganas de Coger” (“The Urge to Fuck”) was born: a real, limited-edition perfume that turned a crisis of desire into a product that sparked a cultural conversation. Parodying the conventions of the fragrance industry, we launched an integrated campaign featuring a mockumentary about the creation of the perfume.