SITUATION: Spring Breakers were overtaking Miami 

BRIEF: The tourist crowd didn't think wearing masks was cool - risking a surge in the virus. 

OBJECTIVE: To get this tourist crowd to think of masks like they would condoms - necessary things to wear if you want to safely have a good time.

IDEA: We wanted to the tourist crowd that if they could wear a condom to prevent a virus, they could wear a mask. So we started by creating a unique line of packaging for our masks that resembled condom packages. And we made them available around the city in places where our crowd was found – including bars, hotels and beaches. Then we developed a series of provocative and innuendo-laced social, OOH, and in-store assets that drove the message home in a fun and cheeky way, relevant to our audience.

STRATEGY:Every Spring,18-25-year-olds make their way down to Miami Beach to get together and party. Amidst the pandemic, it was critical that the destination find a way to mitigate the inevitable risk of the inadvertent COVID-19 spread. This segment’s carefree, mask-as-optional COVID-19 attitude is not reflective of their proactive attitude towards sexual health. Thus, the campaign ‘Stay Safe, Wrap Your Face’ was born with all of its double entendre goodness. The objective was to create an undeniable connection: if you’re using condoms for you and your partner’s health, then you should be using masks for you and everyone else’s health. The campaign required a hyper-targeted approach in Miami Beach, painting the PSA across the destination with social, bus shelters, billboards, trolley-wraps, poster and coasters in bars, and masks in condom-inspired packaging distributed at boutique hotels. All with one ambition – to get partygoers to wear masks!

EXECUTION: We started by putting individual masks into packaging that looks like condoms. Then we worked with the Greater Miami Convention and Visitors Bureau to place a series of provocative and cheeky messages in places where the younger, spring break crowd would see them. Including on billboards, trolleys, bus shelters, in wild postings in the city, on coasters and posters in popular bars, on digital boards in the Miami International airport, on pillows in trendy, boutique hotels and on social.