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Here's a case study for a fictional Durex iPhone app that simulates the experience of having a newborn. Created for the Cannes Future Lions 2010 competition, the video shows how such an app could scare young men into using condoms. I especially like the idea of a QR code in Durex packaging that would link to an "Anti Knock-Up Application" that protects your iPhone from being impregnated by mobile-device debauchery. The challenge of the Future Lions contest was to "advertise a product from a global brand in a way that couldn't be conceived five years ago."
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