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Humpstead Heath & So-Hoe: condom brand wins Evening Standard prize with provocative London map


By Imogen Watson | Senior reporter

July 22, 2021 | 4 min read

After winning The Evening Standard’s second edition of ‘Be London’s Headline’ competition, Trojan Brand Condoms is urging ‘London Lovers to Unite’ – responsibly, of course – as the capital city opens back up after Freedom Day.

Trojan Brand Condoms' winning entry for The Evening Standard’s 'Be London’s Headline' competition

Trojan Brand Condoms’ winning entry for The Evening Standard’s ‘Be London’s Headline’ competition

‘Be London’s Headline’ is The Evening Standard’s challenge to brands to produce an eye-catching and creative cross-platform campaign that captures a passion for London at a pivotal point in the capital’s history. The prize? The winning design will be printed on the newspaper’s cover wrap.

Rising to the challenge, Wavemaker on behalf of Trojan Brand Condoms designed a provocative map of London that features tongue-in-cheek commentary, renaming hot spots including Hampstead Heath, which appears as ‘Humpstead Heath’, and Soho as ‘So-Hoe’.

Wavemaker says the inspiration behind the map came from the insight that 72% of single Londoners have confirmed it has been tough, even pointless, to date during the pandemic. And for 71% of 16-29-year-olds in a relationship but living apart, loneliness was what united them.

“The judges unanimously agreed that ‘London Lovers Unite!’ delivered everything we were looking for – a strong brand identity and a bespoke idea both rooted in audience insight, and that aligned with The Evening Standard iconic brand,” explained Dan Locke, chief commercial content officer of The Evening Standard.

“But most importantly, the entry stood out for its wit and humor, which is guaranteed to bring a smile to the faces of Londoners everywhere.”

Beyond the cover wrap, Trojan Brand Condoms and Wavemaker submitted a content idea for the publication’s newly-launched digital product BrandPost, which enables advertisers to integrate their voice into The Evening Standard’s online editorial content.

As part of the prize, the brand will publish four BrandPost articles, which will be live on over a four-week period.

“This headline will encourage and, crucially, support Londoners to embrace all that London, and Londoners, have to offer as we and the city spring back to life after the pandemic,” said Ann Wixley, executive creative director at Wavemaker UK.

“The creative delivers a much-needed injection of humor and joie de vivre to the streets of London following a very difficult year.”

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