durex

The Client:

Durex.

 

The Brief:

Build on the Durex brand awareness amongst Generation Z by promoting anything but condoms. 

 

The Insight:

Generation Z understand the importance of contraception and sexual health. They buy the products they're told will protect them. But in a world where sexual pleasure discourse is still taboo, the demographic lack complete understanding/awareness of products that can heighten their sexual experiences.

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The Big Idea:

'The power of lubricants.'

 

Through portrayals of escapism, lube is promoted as an almost 'sexual survival' tool to help any of the genders get a whole lot more out of their sex lives. 

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