Weekday x RFSU

‘Be carefree, not careless. Keep a condom in your 5th pocket.’ was the intergrated denim campaign in collaboration with RFSU (scandinavian association for sexual education). Inspired by their own denim range MTWTFSS (fits for 7 days a week) and the aim to open up the conversation about sex, the campaign encouraged consideration and care for the people around them. To advertise this campaign we created a video campaign which went viral and increased brand awareness and selling of the MTWTFSS denim range.

Campaign video by Christian Larson.

Exposure →