The brief for the advertising agency entrusted with Vodafone’s controversial campaign, which ruffled feathers at the University’s Freshers’ Week for offering condoms on campus, was to “stand out among 50 odd different exhibitors” and it stuck to it faithfully.

It was also tasked with reversing the trend of “unappealing and unsuitable” offers, said Redorange in a blog on graphic design.

It was certain its promotional stunt would stir up some controversy, describing it as successful and daring, with post-campaign results showing the agency achieved its aims, generating debates in the media.

In fact, the idea attracted much criticism but the campaign’s creative director explained the rationale behind it on the blog Redwhite, aimed at creating a forum of discussion on Malta’s digital art, branding and graphic design sectors.

According to a recent student survey conducted by Vodafone, students felt its offers were not appealing enough or were unsuitable for them, so Redorange was tasked with creating a package name, identity and concept that would deliver results, according to creative director Lara Parker.

“During our brainstorming session, we came up with several ideas, some good... and others outright wacky.”

In the end, it opted for four colour-coded student packages, each relating to a coloured condom. Students could either choose to Play Now, Daily, Weekly, or Monthly, projecting the mobile telephony company as “daring and innovative”, she said.

Not everyone saw it that way though and letters to The Times described it as “vulgar and unfunny”.

The JustPlay campaign may not have been intended to promote sex among youths, as Vodafone justified, but some considered it to be an “appalling” strategy that backfired and could not comprehend the possible link between mobile telephony and contraception.

In retaliation, Vodafone sold it as promoting communication, rather than sex on campus.

Redorange said it was also inspired by the endless debates on whether the University should have a condom-vending machine on campus. It decided to take things a step further, asking students, who were given a condom attached to the promotional flyer, to think of a creative alternative use for it, unrelated to sex, to participate in a competition.

For under-18-year-old students attending Junior College and the Malta College of Arts, Science and Technology, the campaign was given a twist by replacing the condoms with coloured lollipops.