Durex
The Ask:
Help Durex during break down barriers to sexual freedom.
The Campaign:
Turn ??? into !!!
The Idea:
Asking questions can be awkward, especially when trying to communicate with sexual partners. Mostly, due to societal taboos, people think of talking about their preferences in bed as dirty and a subject to avoid. Others feel intimidated when their partners voice their tastes, and they see it as an allusion to past experiences. But it doesn’t have to be that way. It is crucial in these instances to leave the insecurity aside and ask questions in order to achieve mutually-satisfactory relations.
OOH
Social
Durex wants to get the conversation started and encourage viewers to elevate sex by asking questions. At the bottom of the story, Durex will encourage viewers to share their responses with their partners, allowing the conversation to get started and the parties more comfortable with each other.
Activation
Durex will create special edition condom boxes that will include a deck of cards that contain icebreaker questions for users to ask prior of engaging in sexual relations. This activation will help buyers start the conversation, get to know their partner’s needs, and ensure an equally satisfactory time for both parties while keeping it light and entertaining.
