JULIUS SCHMID TURNS ON BILLBOARD AD
By Adnews Staff
Concord Ont.-based Julius Schmid of Canada is using humor to get people to talk about safe sex. The company launched a billboard ad in Toronto this week that shows a 3-D light switch turned on with the name Ramses at the top of the switch cover where the word 'On' would normally appear. Julius Schmid distributes Durex condoms in Canada under the Ramses, Sheik and Titan brand names. The campaign also uses national TV, radio in Toronto and Montreal and print in alternative publications in Toronto, Montreal and Vancouver. In addition, a giant condom is circling Toronto doing radio traffic reports and a giant walking condom will make appearances at various events throughout the summer. The ad campaign was created by MacLaren McCann of Toronto. PR is being done by GCI Communications of Toronto.