Bogdan Huma & Dragos Strat

Jaydess (Bayer) is a long term intrauterine contraceptive method.

Client:
WOPA

Context:
Jaydess targets long term couples. Being an intrauterine device to be used for 3 years, this is a decision you’d take in a long-term relationship, with a partner offering all the emotional support.

Due to regulations, Bayer can not advertise the product directly. The solution was to create a platform to give women all the reasons to avoid complications associated with sex and to encourage long-term relationships (and the contraceptive products coming with it).

Direction:
Relatii fara complicatii (Relations without complications)

“Without complications” doesn’t mean, as we might expect, sex outside the relationship. “Without complications” means sex in a stable relationship, with a partner you trust and who poses zero risks.

The platform emphasizes different levels of complications on a “Complication Scale” and presents a collection of characters and relationships covering the entire scale: making fun of the bizarre and hilarious ones and encouraging the most desirable; from maximum to zero complications.

You don’t have to bother with short-term relationships and unsafe partners anymore. Based on the scale, the platform directs women to long-term relationships, with zero complications and for which, long-term contraception is proper.

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