Weekday: Be Carefree, Not Careless

Fashion brand Weekday proves in this passionate film that it doesn’t just focus on clothes, it also encourages consideration.

The company joined forces with the Swedish Association for Sexuality Education (RFSU) to produce a range of condoms which are being sold in Weekday stores.

The film, directed by Christian Larson through STANDART, forms the cornerstone to the campaign. Its aim is to raise awareness around the topic of contraception, while also encouraging people to enjoy the moment.

Weekday is donating 20 per cent of its condom sales to RFSU.