This Is How We Do It

For over 20 years, Trojan has proudly supported Canada’s LGBTQ2S+ community. In 2023, we put the iconic Trojan helmet at the center of the message: a playful symbol of confidence, experimentation, and the limitless ways people experience pleasure. This is how we do it—a celebration of self-expression, inclusivity, and your best ways to play.

We brought the idea to life with a deck of 52 cards—each representing a unique way to “do it,” named with help from the Pride community and our team. Condoms included. The campaign extended to a pedal-powered Pride float and interactive activations, letting festival-goers explore, celebrate, and experiment, while social amplified the conversation.

The result was a confident, inclusive statement that belonged to the community, reinforcing Trojan’s role as a bold, pleasure-positive ally. Cards, float, and community activation combined to create a platform that was playful, proud, and unforgettable.

Shout out to art director Britt Hall, director of content David Quach, and producer Jason Pearson for making this fun collaboration.