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Be London's Headline Winner.

The winner of the Evening Standard’s second edition of the ‘Be London’s Headline competition’, Trojan® Brand Condoms, called for “London lovers to unite”, responsibly, as COVID-19 restrictions came to an end in July 2021.

Brands were challenged to submit an eye-catching and creative cross platform campaign to capture a passion for London at a pivotal point in the capital’s history, with the prize including the coveted Evening Standard newspaper cover wrap. Wavemaker UK’s creative team rose to the challenge with their entry for Trojan® Brand Condoms, with the creation of a provocative bespoke map of London featuring a tongue-in-cheek commentary - from Humpstead Heath and So-Hoe, to encouraging Londoners to ‘flaunt that junk’ at God’s own Junkyard.


Print, Digital, Vendor Network

Coverwrap Web
Map Dps

The inspiration for the collaboration came from this: when asked about their love-lives 72% of single Londoners confirmed it’s been tough - even ‘pointless’.And for those 71% of 16-29 year olds in a relationship but living apart, loneliness was what united them. Sadly, it is thought that social isolation has contributed to a rise in mental health issues across London, with 42% of Evening Standard readers reporting that their mental health has been affected by the Covid crisis, an issue highlighted by The Evening Standard’s London Minds event series earlier this year.

As restrictions finally lifted and London opened up, they were expecting both excitement and anxiety in the air. The campaign was designed to give Londoners the inspiration, reassurance and confidence to navigate new dating protocols and resume relationships after a long period of isolation.


Write the story

Alongside the much-coveted cover wrap, Trojan® Brand Condoms and Wavemaker UK submitted a content idea for the publication’s newly launched digital product BrandPost which allows advertisers to seamlessly integrate their voice into the Evening Standard’s online editorial content. Trojan® Brand Condoms had the opportunity to publish four BrandPost articles, which went live on standard.co.uk, over a four-week period. The prize package also includes branding across the paper’s city-wide vendor network and a homepage takeover.

Bp Trojan