GREATER MIAMI VISITORS CONVENTION BUREAU

Here’s a challenge: how do you get thousands of drunk, horny college kids to wear masks while on Spring Break in Miami during a global pandemic? Well, we changed the way they looked at them. We started by packaging masks to look like condoms. Which made them seem kinda cool and maybe a little illicit. Then we worked with the GCMVB to place a series of fun and innuendo-filled messages in places where this wild audience was sure to be. Including on coasters and posters in bars, on trolleys, on high-traffic OOH boards and even in a few trendy hotels. The result was a bold and provocative campaign that convinced this crowd that if it’s cool to wear a condom to protect against a virus, they can wear a mask to do the same.