Wingman Condoms makes annoying interruptions super smooth in its new campaign 'It's that smooth.'

Fumbling with the tip, hands full of lubricant, did I put it on upside down? Condoms are a necessary evil. Not surprisingly, various studies show that fewer and fewer people are using condoms. While these interruptions may be inevitable, it doesn't mean they have to be that annoying. Wingman understands this like no other. Equipped with extremely user-friendly wings, Wingman ensures that the condom can be applied effortlessly and quickly, minimizing the interruption. No surprise that's the focus of Wingman's new campaign.

Decreasing condom usage

Representative research by Rutgers and Soa Aids Nederland among over 10,000 young people aged 13 to 25 reveals that the group not using contraception has increased over the past twelve years. Especially among students, condom use is no longer a given. In 2017, almost three-quarters of young people used a condom during the first (vaginal) intercourse. By 2023, this had dropped to two-thirds. Experts expect an increase in STIs if condom use continues to decline. In the research, young people state that they avoid using condoms because they believe it reduces sexual pleasure.

"You certainly don't want to be taken out of the moment. ​
​But then again, you definitely don't want an STI or an unwanted pregnancy."

The interruption is the problem

Daan de Raaf, Strategy Partner at Happiness Amsterdam: "The major issue lies in the interruption of your love-making. You certainly don't want to be taken out of the moment. But then again, you definitely don't want an STI or an unwanted pregnancy. Fortunately, with Wingman, it's super smooth. Whether you use both hands or only have one hand free, within two seconds your Wingman is on. And that's a lot less hassle than with a traditional condom."

"It was crucial not only to show how it works but especially how smooth."

Once Wingman, always Wingman.

The originally Dutch invention – Wingman is conceived by two former students from TU Delft – already has fans worldwide. However, convincing people to try a condom with wings proves more challenging than expected. "Once you've used Wingman, you never want anything else. But it's a bit challenging to persuade people to try something different at such a delicate moment. Because what are those little wings?" says Arnaud Snippe, managing director of Wingman. "It was crucial not only to show how it works but especially how smooth."

"Just like the condom ritual, we ensure that our advertising is as smooth as possible. And therefore hardly causes an annoying interruption."

Every interruption as smooth as possible

That was the starting point for the new advertising campaign for the responsible agency Happiness Amsterdam. "We saw a nice parallel between two annoying but necessary interruptions: using the condom, and - yes - advertising. Just like the condom ritual, we ensure that our advertising is as smooth as possible. And therefore hardly causes an annoying interruption. In fact, it's done before you can click, swipe, or scroll away," says Joey Boeters, Creative Partner at Happiness Amsterdam.

In addition to the campaign, Happiness also designed the new Wingman packaging and website. The campaign is launched on TikTok, Snapchat, Instagram, Facebook, Tinder, and YouTube. The kick-off is on February 14th, Valentine's Day.

Client
​Wingman Condoms

Arnaud Snippe, Managing Director
​Carina Snippe, Marketing Director

Agency
​Happiness Amsterdam, Happiness Brussels

Daan de Raaf, Strategic Partner
​Iris Minnema, Business Partner
​Nik Sluijs, Creative Partner
​Joey Boeters, Creative Partner
​Jarne Eetesonne, Creative
​Manuel de Vos, Creative
​Marloes Hartsuiker, Creative Intern
​Jonathan Kalifat, Design
​Lore Snauwaert, Design
​Loïc Lenoble, DTP
​Remke Faber, Motion Designer
​Aline Schmitt, Motion Designer
​Marie-Charlotte Baert, Motion Designer
​Wesley Roeland, Strategic Content Director ​
​Khuslen Tsogbadral, Connectivity Planner
​​
​Production
​Bransch

Daan Brand, Director/Photographer
​Gwen Keasberry, Assistent
​Rutger, Vanity, Marlouk and Tim, Handsome Hands ​
​​
​Wave Studios Amsterdam

Randall W. Macdonald, Music Composition & Sound Design