copywriter
julia talkowska
Durex
Real Sex Durex
Challenge: Develop an innovative product, service, or campaign that solves a barrier to sexual freedom
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Insight: Unrealistic sex expectations result in disillusionment and embarrassment during first real sexual experiences for Gen Z
Idea: Create a platform that celebrates real sex
Social
OOH
Microsite
The QR codes on the out-of-home ads will direct users to the Durex microsite, where visitors can anonymously ask and answer real sex questions in a Reddit-style forum.
On the site, users will also have access to a digital version of 'The Wrap Up,' a zine that will be distributed during the activation event.
Activation+Zine
Durex will set up booths at events like Osheaga, Frosh weeks, and Pride, distributing free condoms and 'The Wrap Up,' a zine with essential sexual health information. This attracts sexually active and curious young adults while providing valuable sex education.
The condoms will display OOH ad copy on one side and a QR code on the other, extending sexual education beyond the event.