Back in December Geometry Global raised some eyebrows with their “Animal Instincts Pet Condoms” campaign.
The agency put up what appeared to be a free pet condom dispenser in a San Francisco park. When passers-by used the dispenser they received “condom shaped brochures explaining the importance of spaying and neutering pets.” People were directed to the Pet Condoms website, which appears to promote condom use for pets, but really just encourages spaying and neutering. The man’s face in the video above, when he receives what he believes to be a pet condom, pretty much says it all.
The campaign, which debuted back in December, generated “Over 30,000 + site visits, social chatter in over 166 countries” and became the number one trending topic on Reddit within 36 hours. All this buzz got Cannes’ attention, and the campaign was short listed at Cannes for the Direct Lion category.
Update: We previously reported that “Pet Condoms” was shortlisted for a”Promo & Activation Lion in two categories: Use of Guerrilla Marketing in a Promotional Campaign (Small Scale), Use of Promotional Stunts and Live Advertising” when, in fact, it was shortlisted in the Direct Lion category.