Agency Network: 
June 2011
Carex:  Fishing


Print advertisement created by Grey, Malaysia for Carex, within the category: Health.


Carex Ultra Safe

Advertising Agency: Grey Group, Kuala Lumpur, Malaysia
Executive Creative Director: David Sin
Art Directors: David HK Tan, Leong Kit Sze, Zachary Low
Copywriter: Sagar Paranjpe, EuJin Foong
Photographer: Ronny Ee
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morse's picture

It's pretty, but I don't fully understand it.

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

picntype's picture

I think, they're trying to make a point that, sex is Fun without worries ...Girls catch fishes, Fireflies, butterflies for fun. :)

Activity Score 181
Art Director's picture

the same way.but it is more better in a blue tone i think..

Activity Score 77
Verve Design shop
tamer samy's picture

I can't get it ?

tamer samy
Activity Score 675
Photographer at LEAP STUDIOS |


The JACK's picture

Perfect.. Girl not catches fishes but she catches Sperms.

Good and creative idea..

Activity Score 432
Marketing Manager
MidasTouch's picture

girls used to catch fish, now it's sperm. wow, what a great evolution! :)

<< Pffff, this is soooo bad.
and art direction is completly random omg.

Activity Score 1020

//usevertising v.s badvertising//
C'est une question de vie ou de mort.

Bob.C's picture

Clever- a pretty condom ad with no sex. I think Grey did a good job with the restrictions they had.

Malaysia makes it tough to sell condoms - here are some of the rules

4.2.3. Picture of woman in thin, transparent, pitted or low cut clothes until exposing her body shape or private part
4.2.4. Picture of man, woman or coupled in petting post, exchange kisses, enthusiastic, embrace or action which brought meaning to sexual intercourse.
4.3.3. Advertisement on contraceptive tools such as condom that features man and woman in sexy position. Advertising its brand and use is already sufficient.

Activity Score 1149
Copywriter at Convince Ltd |

= =

atb2005's picture

@Ben Dover

Stop posting fucking ignorant comments, dude. Are you 16? No, no one shoots their load in a river. In advertising we have something called creative license. Re-read what Bob C said. When you judge a campaign, which you clearly shouldn't be doing, you should always keep in mind what market it was made for.


I agree with you. Given the restrictions, it's an awesome campaign. Very subtle, and nicely executed.


What's not to get? The condom is strong enough to catch all the sperm, not let it "escape". Strong condom = safer sex.

Activity Score 13489
john ler's picture

I doubt they'll catch any award like this...

john ler
Activity Score 665
Creative Director at Euro RSCG Casablanca, Morocco
Wordnerd's picture

now that's just silly

Activity Score 6620
annsod's picture


Activity Score 30
brookjohnston's picture

Am I the only one taken aback by the enormously large sperm swimming around in that pond?

Activity Score 290
St. Lawrence College
NataliaLima's picture

I love this campaign, with or without the restrictions.
But then again, I'm a girl who likes girly things.

Activity Score 1376
Arce's picture

I'm a girl too, and i think this campaigne is lovely, perfect execution, good idea, nice art.

Activity Score 20
Creative Director |


MK-tessa's picture

I am all for pretty art but this just looks like a scene out of a disney movie starring Selena Gomez. That's scary.

Activity Score 216
Art Director at student
bhuvneshwar.chd's picture

beautiful visual.

massage conveyed.

Activity Score 983
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

tastees's picture

These are beautiful pictures...

another cool condom look is on

Activity Score 13
San Francisco
kulago's picture

message isn't conveying, if safety matter is concern it is more on sex with pleasure and fun

Activity Score 99
associate creative
olaoluwa's picture


Activity Score 36
Art Director at McCANN lagos
Glut's picture

like the idea but not the execution

Activity Score 3907
Public Relations at Glut. Ideas Boutique.
bakamono's picture

Maybe if they did use little fish or fireflyes, then you think oh ohhhhhhh I see. But openly showing us that it is sper and it is a comdom. Meh. Who knows maybe there are rivers of sperm out there.

By the way the river looks dead at the bottom bad photo job.

Activity Score 992

because therefore it is

anoldasgupta's picture

color scheme is not going with the product at any way.....but concept is doubt.....

Activity Score 85
Graphic Designer at COMUNICS marketing services pvt. ltd.
ace85le's picture

i think it's tastefully done. great great job!!!!!

Activity Score 3933
Marketing Manager |


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

raw tuna's picture

I love it. :p

raw tuna
Activity Score 829
General Manager
purshotham's picture

Good ad for condoms, without vulgar images...great art-direction...

Activity Score 453
Chench's picture

Trying too hard, guys. Illustration does not even add value to the idea.

Activity Score 38
Marketing Manager
Adaddicted's picture

Love the feel of the campaign... not a fan of that net :)

Activity Score 3403
Art Director |


ankitadv's picture


Activity Score 738
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