I AM COMING

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I AM COMING

#HIT THE SPOT

THE [Student] brief

The brief was fairly straightforward: develop a campaign for a client of our choice. Identify an opportunity and curate an exclusive campaign that would creatively address this opportunity.

THE CLIENT

Durex.

Durex is unsurprisingly the #1 seller of condoms worldwide.

The word Durex refers to three main qualities which are durability, reliability and excellence, three words very significant in terms of condoms. Although the brand also offers a wide range of pleasure gels, lube, sex toys and massage gels, 90% of their profit relies solely on condoms.

THE APPROACH

Reignite and celebrate female solitary masturbation amongst young females aged 18-25 and exclude any patriarchal figure.
De-mystify the language and image associated with sex toys by empowering the young female generation and making sex toys a mainstream object of desire. Increase brand awareness by targeting a new audience while boosting revenue on sex toys and developing. Develop a unique tone of voice and visual language relevant to the target audience but also very relatable to other women of different age groups.

The creative solution

Introducing I AM COMING, an unapologetic multichannel national campaign, celebrating female solitary masturbation and unveiling the Durex new customisable range of sex toys: U do U by Durex.
A strategic witty teaser campaign split into 3 phases that excludes any patriarchal presence and rejuvenates the image of the brand. The launch of an exclusive mobile app with a sex toy customisation option.

CAMPAIGN TEASER PHASE 1_TWO WEEKS

CAMPAIGN TEASER PHASE 2_ TWO WEEKS

CAMPAIGN FINAL PHASE _ IN STORE AND ONLINE LAUNCH NATIONWIDE

THE USER EXPERIENCE

For digital, it was crucial to design an exciting and relatable interface that would connect instantly with the target audience. From the wireframing, functions, topics, colour theory, typography to the tone of voice, every detail was curated to ensure the best user experience.