DUREX CONDOMS
Entering the world of sex is intimidating and perplexing. Sex is complex but being safe about it doesn't have to be. We want to promote an area of reliability and simplicity in a realm where confusion reigns supreme.
Our target audience are younger people who are new to sex.
We aim to help them usher in this new phase with the care to that of a trusted mentor. Fear mongering has no place in sex education.
My Role: Designer, Video Editor, Art Direction
Sex is confusing. Being safe doesn’t have to be. Keep it simple.
Let’s face it, the shape of a condom is provocative and memorable. For this campaign, we sought to use this iconography as a vessel for visual storytelling.
In the first poster, the anxiety fueled fears and dangers that dance through the minds of young adults that are new to the world of sex are positioned outside the walls of the condom. Inside the condom, there is blissful negative space. This is meant to represent the peace of mind that Durex protection provides.
The second poster is a social media awareness execution. We want to get the conversation going and by displaying social media user’s funny condom stories from their early sex lives.
For the third poster, we wanted to fictionalize someone confiding in their close friend after a confusing sexual experience. Throughout the letter, you realize they are speaking directly to the Durex condom that they neglected to use during their encounter. This is meant to display the emotional volatility of becoming sexually active, and position Durex as a shoulder to lean on.
ABOVE: Posters that vocalize the common concerns you might exchange with a close friend while mulling over a sexual encounter. They utilize the iMessage UI to relate to late high school and early college aged individuals.
BELOW: Another fictional, narrative focused handwritten letter that likens a Durex condom to a protective mentor that knows and wants the best for you.
This final execution was an attempt at lighthearted humor, meant to catch the eye and establish comradery with younger college students. The billboards would be positioned close to student housing and subsequent corner stores that sell condoms. The use of the Durex condom bunny mascot harkens back to their viral, raunchy commercial of the late 2000s.
