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HIV Community Link and Village Brewery euphemize safe sex at the Calgary Pride.


How many euphemisms are there for a condom? Well, a lot, it turns out, as is often the case when it comes to sex.

For Calgary’s Pride weekend, the HIV Community Link, the Village Brewery and agency Evans Hunt collected the vast terminology for an out-of-home campaign promoting safe sex.

Among them were the sartorial (love kimono), the zoological (disappearing panda), the alliterative (pickle protector), the practical (baby blocker) and the gross (cumbrella).

The campaign involved wild postings with peel-away condoms that were placed around LGBTQ nightclubs, bath houses and other pride venues throughout the city. The Village Brewery’s truck, which featured in the parade, played a big role with a massive poster and more than 800 condoms attached.






Advertiser: HIV Community Link // Village Brewery
Agency: Evans Hunt
Creative director: Mike Tran
Art director: Teresa Leung
Designer: Kirsten Graf
Copywriter: Jordan Finlayson
Photographer: Brendan Stephens