Ultra Fit
To launch Trojan Ultra Fit, the brand asked GCW to find credible athletic talent for a “level-up” campaign — and to weave safe sex into a fitness conversation without breaking either one.
The brief was a casting problem before it was a media problem. Trojan wanted talent whose fitness credibility would survive the association, so GCW identified athletic talent who could carry it.
During production and shoot days, talent discussed how they “level up” their fitness and training, naturally weaving in that Trojan Ultra Fit can help level up safe sex — the product placed inside a conversation the audience was already having rather than interrupting one.
Results
7.4+ milliontotal impressions
46,000+total shares
