DUME Campaign

Real2Reel was the creative agency and producer of the 360-degrees campaign to uplift and reposition the Dume condoms brand. 

The campaign included the production of the Dume condoms TVC, where a real man takes us on a fun journey through the busy and colorful streets of Dar Es Salaam, as well as music production, a music video, radio spots, print design and promotional materials, editorial articles and a very innovative television show, Dume Challenge.

Over 13 episodes, the Dume Challenge, promotes the use of condoms by creating a role model through a competition of 12 men who are judged on their ability to demonstrate a number of core values such as strength, intelligence and responsibility. An ambitious production, and a first for Real2Reel and Tanzania, that involved many locations, 35-strong crew, 9 cameras, 50 days of shooting and months of editing. The show is live on ITV, in Tanzania, as of the 8th of September 2012. Visit our YouTube channel for the promo,fun clips and full, HD, episodes!

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