Context: Durex D&AD Competition | Brandcenter Student Project
Team: Cole Farrar, Anna Lyle Collett, Brian Nguyen, Celeste Chance, Dom Khun
Toolkit: Mintel, Social Listening, Qualitative and Quantitative Research
Role: Brand Strategist
Team: Cole Farrar, Anna Lyle Collett, Brian Nguyen, Celeste Chance, Dom Khun
Toolkit: Mintel, Social Listening, Qualitative and Quantitative Research
Role: Brand Strategist
OBJECTIVE
Combat a barrier to sexual freedom.Develop a campaign combatting a barrier to sexual freedom in support of Durex’s mission to unleash the freedom to be your true sexual self.
PROBLEM
Female masturbation is portrayed as unnatural.
Media presents sexual exploration for men as a natural occurrence leading people to believe that masturbation for men is expected.
INSIGHT
It is natural to explore your body.
As important and natural as getting your hair done, self-care is about taking control of your body and taking control of what’s going on with you.
STRATEGY
Durex lets you love yourself first.Position Durex as a brand that centers the importance of self pleasure and love for women in a saturated male-centered market.
CONCEPT
Her Body, Her Pleasure, Her Durex.Drawing attention toward Durex’s line of feminine products and awakening women to their natural desires.
HER ADS
Out of HomeOur static ads draw attention toward Durex’s line of feminine products to awaken women to their natural desires, drawing on Renaissance imagery as a means to paint the revival of self-exploration.
HER HAVEN
Durex Sponsored Women BathroomsTo spark conversation, we will meet women in a safe place while drawing attention to a sensitive topic, with an experience that has a broad reach and concentrated target audience.These Durex sponsored women’s bathrooms build awareness for feminine Durex products, instill sexual confidence through affirmation mirrors, and give women a space to have open conversation.
HER HISTORY
Partnership with Museum of Sex in NYCIn collaboration with the Museum of Sex in NYC during Women’s History Month, the exhibit will help educate and empower visitors on the importance of women’s self-pleasure.
PROCESS
REFLECTIONS
- Durex’s D&AD brief was very broad. We dove into research and had open conversations surrounding barriers to sexual freedom. When the media's portrayal of sex and self exploration came into the conversation we were led down a path of questioning what feels natural and unnatural. We found that it is natural to masturbate and that women, facing feelings of embarrassment and shame, needed to feel empowered to love their body and themselves first.
REFLECTIONS
- Aligning to a brand's comical tone while trying to empower self exploration was challenging, yet rewarding.
- I am not a woman. Thus, it was vital to rely on facts, interviews, research and my female dominant team more than anything.
