The winner of the Evening Standard’s second edition of the ‘Be London’s Headline competition’, Trojan Brand Condoms, is calling for “London lovers to unite” (responsibly) as Covid restrictions come to an end.
Brands were challenged to submit an eye-catching and creative cross-platform campaign to capture a passion for London at a pivotal point in the capital’s history, with the prize including the coveted Evening Standard newspaper cover wrap.
Wavemaker UK’s creative team rose to the challenge with their entry for Trojan Brand Condoms, with the creation of an evocative and provocative bespoke map of London featuring a tongue-in-cheek commentary – from Humpstead Heath and So-Hoe, to encouraging Londoners to ‘flaunt that junk’ at God’s own Junkyard.
Wavemaker and Trojan were unanimously selected as the winners by a stellar panel from across the industry.
The inspiration for the collaboration came from the fact that 72% of single Londoners when asked about their love lives confirmed it’s been tough – even ‘pointless’. And for those 71% of 16-29 year olds in a relationship but living apart, loneliness was what united them.
Sadly, it is thought that social isolation has contributed to a rise in mental health issues across London, with 42% of Evening Standard readers reporting that their mental health has been affected by the Covid crisis, an issue highlighted by The Evening Standard’s London Minds event series earlier this year.
As COVID-19 restrictions finally lift and London opens up, there will understandably be both excitement and anxiety in the air. The campaign is designed to give Londoners the inspiration, reassurance and confidence to navigate new dating protocols and resume relationships after a long period of isolation.
Dan Locke, chief commercial content officer of The Evening Standard commented: “The judges unanimously agreed that ‘London Lovers Unite!’ delivered everything we were looking for – a strong brand identity and a bespoke idea both rooted in audience insight, and that aligned with the Evening Standard iconic brand. But most importantly, the entry stood out for its wit and humour which is guaranteed to bring a smile to the faces of Londoners everywhere.”
