Durex Campaign

It’s certainly right that Covid has torn whopping holes within the lives of the younger generation, I myself am that generation! This inspired me to create a concept of the ‘100% non-tearable condom’; advertised with light-hearted, humorous and ‘a little on the cheeky side’ taglines, because let’s be honest, we don’t want any tearing during sex at all, do we?! The branding began from a simple circle – split into two semicircles – to then combining them back together to create this knot-like shape that represents the strength of something that cannot be torn and is completely durable after a harsh battering. Quite similarly to the harsh battering we’ve all received from the repercussions of Covid (and any other batterings you may think of).

It is contrasting in colour to represent the strength of the product as well as the strength of the younger generation as we fight our way out of the current situation. The colours are vibrant yet natural to make it an approachable, trustworthy and safe to use product. The starting point of the shape runs consistently through packaging design, patterns and for the use of imagery, all used consistently to create recognition for the product, the campaign and the Durex brand.

From my creative concept, we can celebrate being able to come back together (pardon the pun) as a society with our closest ones and simply celebrate safe sex and the open approach Durex has to this. Everybody can rest assured that their sex is 100% safe from tears with this brand new product! In reality, success would easily be measured through the sales of this new product. We’ve all faced some difficult times throughout the past year and this light-hearted campaign will bring that little bit of hope and positivity to the lives of the younger generation.

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