Last year during Sexual Health Month, German condom brand BILLY BOY and Innocean Berlin are launching the CAMDOM App: a first-of-its-kind digital condom that protects from the recording of non-consensual content during sex by blocking mobile devices.
Taking photos, videos or audio without consent with a smartphone has never been easier, which has led to an alarming situation among teens around the world: Once content is leaked, it spreads like a virus making it impossible to track – causing emotional distress, depression, the loss of jobs and even suicidal thoughts among the victims. With that in mind, BILLY BOY and Innocean Berlin have introduced an app that can put an end to this disturbing public health issue.
The CAMDOM app is as easy to use as a regular condom. Before having sex, users place their smartphones close to each other and swipe down a virtual button to block all cameras and microphones. If one user tries to sneak out, an alarm signals a potential threat of non-consensual recording. It can simultaneously block as many devices as needed.
To learn more, we caught up with Creative Directors on the project, Jose Suaid and Sebastian Pattis.
What was the brief?
Billy Boy is a leading condom brand in Germany whose mission is to protect people, especially teens, since 1990. Fast forward to today, there's a whole digital generation facing a new threat, a new kind of virus: the leakage of non-consensual explicit images and videos recorded during sex.
It might be a digital virus, but it surely causes damage in the real world. Victims of revenge porn often face isolation, depression, and even suicidal thoughts. Our brief was to address this growing problem, and to help protect kids in the digital world, in a way that only Billy Boy could.
What was the biggest challenge during production? How did you overcome it?
The biggest challenge was creating an app which would work seamlessly on both iOS and Android while using Bluetooth as the main communication channel. It was very tricky to get the two systems to sync properly, but with a lot of testing and fine-tuning, we got there. Glory over pain.
What is one funny or notable thing that happened during production?
The alarm feature on the app was definitely the most memorable part. By week three, everyone in the office knew about CAMDOM since it constantly went off during testing. We eventually had to move to smaller rooms to avoid weird looks. Funnily enough, some of us still hearthe alarm from time to time, even during our sleep.
What’s the main message of this project and why does it matter?
The main message is to raise awareness about a fast-growing threat affecting millions worldwide, which is revenge porn. But more than simply joining the conversation, we're actually offering an effective tool to help fight the problem. Afterall, CAMDOM can have an impact on society today.
This is truly relevant today because it has never been easier to take photos or films, especially among the younger generation.
How long did it take from inception to delivery?
The whole process took us six months.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
When we started diving into the brief and tossing ideas around, at some point we asked ourselves: "Why hasn't anyone created a condom for smartphones?"
Well, it was one of those rare moments in a creative career where the question comes with an answer. Luckily, it was a great question with an even better answer.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Billy Boy’s core slogan is “Here for you.”, no matter where "here" means. With CAMDOM, we expanded the brand’s reach, making sure their message connects with the audience wherever they are, both physically and digitally.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
We had several creative rounds, as we usually do, but when the basic idea of CAMDOM was shared in the room, we knew it was special. And we were right.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
Innocean Berlin is an international and multi-diverse place home to more than 35 nationalities.
We are used to partnering with creators from all over the world. For CAMDOM, it wasn’t different: the Berlin office connected with Pay4Brains, a tech/creative hub from São Paulo, Brazil, to bring this innovative idea to life.
What role did consumer research or market analysis play in shaping the concept and its execution?
We didn’t conduct traditional market research. Instead, we focused on understanding the core issue and how our target audience behaves with their phones during intimate moments.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
One of the biggest innovations was getting iOS and Android to communicate effectively. We also developed a system where one device acts as a "server" during the Bluetooth connection, ensuring smoother performance.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
CAMDOM is the first app of its kind, acting as a "digital condom" that protects users from being recorded without their consent during intimate moments. This alone sets it apart in the market. It’s not an activation; it’s a real tool.
What do you hope it achieves for the brand?
We hope to position Billy Boy as an innovative, forward-thinking brand that stays unconventional and ahead of its time, creating the world’s first digital condom.
We hope to position Billy Boy as an innovative, forward-thinking brand that stays unconventional and ahead of its time. But our mission with CAMDOM goes beyond advertising: we want to introduce a tool that has a positive impact on society, ultimately protecting anyone who's a potential victim of non-consensual intimate image abuse.
Today, more than 1 billion iPhones and over 3 billion Android devices are currently active, and CAMDOM is compatible with all of them. This pioneering and creative solution makes Billy Boy the only condom company in the world to step into digital health, thus doing something that hasn’t been done before.