Durex
Role: Co-Art Director
This is a submission for the 2024 D&AD Awards.
Help Durex break down barriers to sexual freedom. These barriers can include physical, emotional, functional, and cultural.
Assignment
Target Audience
People (regardless of age, sex, gender, or sexuality) who feel uncomfortable literally just thinking about sex or talking about it. Typically aged 14-30. A big range, for a problem that seems small.
Concept
Say the word. Talk about it.
There’s a large stigma that happens when people try to talk about sex. Any word that is related to sex, whether it's penis, vagina, vibrator, vulva, lube-- makes people feel uncomfortable.
The shame behind the word has come from a “don’t say that” mentality and has led to a belief that such topics are inappropriate for public conversation creating slang and alternate verbiage. Let’s change that.
Campaign Video
OOH
We highlight this campaign through bold OOh media such as posers, bus wraps, and stickers.
Challenge
Durex invites people to challenge that unnecessarily uncomfortable feeling of saying the “taboo” words of our campaign by screaming them and normalizing them. Yes, it's disruptive but we are out to disrupt the social concept of these words being “inappropriate.”
