A fine line between playtime and playtime

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The following print ad and poster was created in partnership with client Lovers+. Lovers+ is a South African condom brand with the positioning "It's playtime."

To really bring the pay off line to life, communications agency Joe Public illustrates the fine line between the type of playtime you'll enjoy when using a condom and the type of playtime one can look forward to without one. So with no condom, you will get to play with teddies, trains, planes, blocks and dollies to name a few. With a condom, you play with toys of the adult variety. This differentiating fine line is about 0.08 mm, the width of a Lovers+ condom. The copy at the bottom of the advert appropriately reads, "There's a fine line between playtime and playtime."