Uploaded June 2025 | Updated September 2026, 2 weeks ago
In September 2024, during Sexual Health Awareness Month, German condom brand Billy Boy introduced CAMDOM, the world's first digital condom. Developed in collaboration with Innocean Berlin, CAMDOM is a mobile application designed to prevent non-consensual recordings during intimate moments by disabling smartphone cameras and microphones via Bluetooth. This innovative solution addresses the growing concern of unauthorized content sharing, particularly among younger demographics.
Objective
- To extend Billy Boy's commitment to safety from the physical to the digital realm.
- To combat the rise of non-consensual recordings and the subsequent emotional and social repercussions.
- To engage with a tech-savvy audience through a relevant and impactful digital solution.
Insight & Strategy
With smartphones becoming ubiquitous, the risk of intimate moments being recorded and shared without consent has escalated. Recognizing this, Billy Boy aimed to protect users beyond traditional means. CAMDOM leverages Bluetooth technology to create a secure environment by disabling recording functionalities on paired devices. If an attempt is made to bypass the protection, an alarm alerts both parties, ensuring transparency and consent.
Execution
The campaign was rolled out through an integrated strategy encompassing social media, podcasts, influencer partnerships, and out-of-home advertising in locations frequented by the target audience, such as nightclubs, universities, and sexual health centers. The app was initially launched on Android, with an iOS version following shortly after.
Impact
- CAMDOM sparked global conversations about digital consent and privacy.
- The app achieved significant download numbers and user engagement within weeks of launch.
AWARDS
Cannes Lions 2025
- Shortlisted for Dan Wieden Titanium Lions
https://www.llllitl.fr/2025/06/cannes-lions-2025-titanium/
CREDITS
Brand: Billy Boy, Germany.
Brand Manager Health Care: Alexander Strümann.
Assistant Manager Marketing Health Care: Jannick Paulick.
Creative Agency: Innocean Berlin.
European Chief Creative Officer: Gabriel Mattar.
Executive Creative Director: Ricardo Wolff.
Head of Art: Maso Heck.
Creative Director: José Suaid.
Creative Director: Sebastian Pattis.
Art Director: Manuel Armenteros Parras.
Copywriter: Nicolas Holz.
Motion Graphic Designer: Alexander Aleksidze.
Senior Motion Graphic Designer: Julia Sachse.
CG Artist: Alexander Aleksidze.
Account Director: Lisa Osokina.
Senior Account Manager: Neringa Kuolalyte.
Senior Strategic Planner: Odile Breffa.
Strategy Intern: Kyra Herzberg.
Social Media Lead: Solène Roussel.
Senior Producer: Allison Markert.
App Development Company: PAY4BRAIN
CEO: Felipe Almeida.
Music and Sound Design
Music: DaHouse.
Sound Design: Wonder Bettin.
Sound Design: Rodrigo Deltoro.
Public Relations: PUNKT
Public Relations Manager & Project Manager: Selina Denise Köster.
Junior Public Relations Consultant: Evelyn Kurtz.
Persuasion Comms
Founder: Jane Austin.
Head of Account Management: Olivia Sweeting.
Website Development and Social Media: Jung & Billig
Project Manager: Josch Kliemann.
Web Designer & Developer: Alexander Buck.
Web Designer & Developer: Alexandra Rimmele.
In September 2024, during Sexual Health Awareness Month, German condom brand Billy Boy introduced CAMDOM, the world's first digital condom. Developed in collaboration with Innocean Berlin, CAMDOM is a mobile application designed to prevent non-consensual recordings during intimate moments by disabling smartphone cameras and microphones via Bluetooth. This innovative solution addresses the growing concern of unauthorized content sharing, particularly among younger demographics.
Objective
- To extend Billy Boy's commitment to safety from the physical to the digital realm.
- To combat the rise of non-consensual recordings and the subsequent emotional and social repercussions.
- To engage with a tech-savvy audience through a relevant and impactful digital solution.
Insight & Strategy
With smartphones becoming ubiquitous, the risk of intimate moments being recorded and shared without consent has escalated. Recognizing this, Billy Boy aimed to protect users beyond traditional means. CAMDOM leverages Bluetooth technology to create a secure environment by disabling recording functionalities on paired devices. If an attempt is made to bypass the protection, an alarm alerts both parties, ensuring transparency and consent.
Execution
The campaign was rolled out through an integrated strategy encompassing social media, podcasts, influencer partnerships, and out-of-home advertising in locations frequented by the target audience, such as nightclubs, universities, and sexual health centers. The app was initially launched on Android, with an iOS version following shortly after.
Impact
- CAMDOM sparked global conversations about digital consent and privacy.
- The app achieved significant download numbers and user engagement within weeks of launch.
AWARDS
Cannes Lions 2025
- Shortlisted for Dan Wieden Titanium Lions
https://www.llllitl.fr/2025/06/cannes-lions-2025-titanium/
CREDITS
Brand: Billy Boy, Germany.
Brand Manager Health Care: Alexander Strümann.
Assistant Manager Marketing Health Care: Jannick Paulick.
Creative Agency: Innocean Berlin.
European Chief Creative Officer: Gabriel Mattar.
Executive Creative Director: Ricardo Wolff.
Head of Art: Maso Heck.
Creative Director: José Suaid.
Creative Director: Sebastian Pattis.
Art Director: Manuel Armenteros Parras.
Copywriter: Nicolas Holz.
Motion Graphic Designer: Alexander Aleksidze.
Senior Motion Graphic Designer: Julia Sachse.
CG Artist: Alexander Aleksidze.
Account Director: Lisa Osokina.
Senior Account Manager: Neringa Kuolalyte.
Senior Strategic Planner: Odile Breffa.
Strategy Intern: Kyra Herzberg.
Social Media Lead: Solène Roussel.
Senior Producer: Allison Markert.
App Development Company: PAY4BRAIN
CEO: Felipe Almeida.
Music and Sound Design
Music: DaHouse.
Sound Design: Wonder Bettin.
Sound Design: Rodrigo Deltoro.
Public Relations: PUNKT
Public Relations Manager & Project Manager: Selina Denise Köster.
Junior Public Relations Consultant: Evelyn Kurtz.
Persuasion Comms
Founder: Jane Austin.
Head of Account Management: Olivia Sweeting.
Website Development and Social Media: Jung & Billig
Project Manager: Josch Kliemann.
Web Designer & Developer: Alexander Buck.
Web Designer & Developer: Alexandra Rimmele.
