MoreToPlay

Changing the conversation around condoms.

Challenge
Condoms are still a taboo topic among young Indonesians, often associated only with sex and stigma. The challenge was to reframe the narrative—making condoms about freedom, expression, and responsible choices.

Insight
Younger generations don’t like being lectured about responsibility. Instead of focusing on risk avoidance, the campaign needed to highlight opportunity—more play, more confidence, more expression.

The Idea
"#MoreToPlay" flipped the script, redefining condoms as a tool for empowered self-expression. The campaign’s bold visuals, youth-driven storytelling, and cultural relevance made safe sex a cool, unapologetic, and inclusive conversation.

🚀 Result:
✔ 750K+ video views
✔ 197+ Instagram comments