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Creative Award
Paris, France
Relate - "Hornicultural Society (Board)" by PHNX Awards 2023

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TitleHornicultural Society (Board)
Agency
Campaign The Hornicultural Society
Advertiser Relate
Brand Relate
Date of First Broadcast/Publication 2022 / 5
Product A relationship charity
Business Sector Health & Pharmaceutical Products
Story We gave an outdated generation an updated sex education by creating limited edition condoms for the over 65's in the guise of seed packets, distributing them through garden centres and online. These beautifully illustrated botanical designs in the style of something classy from The Royal Horticultural Society, on closer inspection are suggestive of sexual organs. Tasteful rather than puerile nods to a clitoris, penis, breasts or testis. This subtle visual wit fit with the tone of voice of the campaign. Our illustrations were then applied to our seed packets, to make them look as authentic as possible, with painstaking attention given to every tiny detail. Anyone who sees the designs and illustrations won’t look at an onion or aubergine in the same way again. The condoms were also natural and biodegradable meaning they could be popped in the compost when you're done to keep the garden growing.
Media Type Case Study
Chief Creative Officer Dede Laurentino
Executive Creative Director Jules Chalkley
Creative Director Nicola Wood
Creative Director Andy Forrest
Senior Producer Sue Streatfield
Senior Producer Heather Hart
Senior TV Producer Kim Parrett
Deputy Executive Creative Director of Design Luke Ridgway
Managing Partner Katharine Easteal
Account Director Erica Wood
Client Partner PR Rachael Coomber-Nolan
Senior Creative Editor Sara McAlpine
Account Directors PR Jennie Halliday
Account Directors PR Erica Cohen
Head of Offline Production Justin Cairns
Illustrator Marta Zafra
Art Buyer Jodie Woodhouse-Ward
Art Buyer Ross Walker
Project Lead Jason Jarvis
Advertising Manager Sarah Milsom
Advertising Manager Sarah Osmik