Encourage safe-sex awareness by connecting BILLY BOY to places that already celebrate people. Since many streets are named after individuals, the brand used those crossings to symbolise human encounters. The aim was to place protection messaging where people naturally meet – without preaching, but by being present.

“Love Crossings” turned real intersections into metaphors for intimacy. Where two person-named streets meet, the brand reminds that love can happen anywhere – and so should protection. The idea merged geography, behaviour, and emotion in one instantly understandable image.

A custom tool scanned German cities for crossings of person-named streets and matched them with available outdoor sites. Large-format posters were installed in Berlin, Hamburg, and Cologne, supported by digital and PR activity that amplified local engagement.