Australian infertility clinic Repromed has challenged readers of popular men’s magazine FHM to put their sperm to good use in a cheeky direct marketing exercise. Attention was drawn to a print advertisement with pages stuck together. Readers were lured into pulling the sticky pages apart, revealing a full page pic of an attractive lingerie model and a message. An interactive website, www.becomeadonor.com.au, challenged the men with eleven questions to see if they their sperm had the potential to father more kids than Brangelina. Site users have the option of sharing their eligibility score on Facebook, Twitter or email.
Promed’s FHM campaign was developed at Jamshop, Adelaide, by creative directors Mike Wilson and Steve Callen, art director Becq Hinton, copywriter Johnny Velis, account directors Holly Eyres, Manijeh Sahihi and Peter Joy.