In 2006, with prime-time network advertising restrictions still in effect, Trojan Condoms' agency, Colangelo SM (Omnicom), hired VR-MAX to extend their "Evolve" campaign with a blatant, unabashed, unapologetic immersive dome production to educate their audience about Sexually Transmitted Infections through blatant and unapologetic entertainment about Prophylactics — a taboo subject which is therefore very popular.
The buzz-generating Trojan video was created for a custom 40-foot Elumenati Theater FullDome, wrapped with custom images, and re-christened the TrojanDome. The resulting dome has unmistakable street appeal, while the Trojan condom video – an over-the-top animation coupled with live video - delighted all comers.
The TrojanDome's purpose is to travel with the Vans Warped Tour, a nationwide punk rock and skate lifestyle event series. According to Church and Dwight (CHD, Fortune 500) the immersive video reached over 70,000/year, 2,000 viewers per stop, and that the piece had a halo effect of an unforgettable impression, as opposed to a fleeting one. The outcome is a "high affinity for our brand," which almost always translates into sales. In 2009, a major brand re-prioritization changed the message focus from safety to pleasure. Without missing a beat, VR-MAX came up with new creative for the "Pleasurevator," which is still on tour in 2013.
The tour staff added that teenagers — not noted for patience — "waited twenty minutes in line just to check it out." Colangelo added, "It rocks!!!! I love it!!! The boss loves it!! Great job!"