Durex l Integrated Campaign
Help Durex break down barriers to sexual freedom
Preview:
Durex is a brand that exists to promote people's sexual freedom. However, there are numerous barriers preventing this. After researching, we discovered that seniors are more sexually active than believed, but social prejudices surrounding the topic make it difficult to discuss openly.
But love never gets old. So why should age matter when it comes to making love? We've created a spicy campaign aimed at sparking conversations about senior sex.
Role :
Ideation / Research
Copywriting
Art Direction
THE BRIEF
Background:
There’s a lack of representation and misconception about older adults’ sexuality.
A study by Relate found that 67% of over 65s feel sex and intimacy for their age group is rarely or never represented in media.
One 2018 survey by the University of Michigan also found that 40% of people between 65 and 80 reported being sexually active, while a further Swedish study in 2021 revealed that 10% of those over 90 were even having sex.
Problem:
Misconception, especially by younger generations lead to psychological barriers for seniors.
Lack of media representation and stereotypes that perceived senior sex as inappropriate, undesirable, and even perverse among the younger generation made seniors feel ashamed of themselves, creating a huge sexual barrier.
THE STRATEGY
Turn the tables of perceptions by making senior sex ‘inspiring’
Ancient / Renaissance nude paintings present seniors in a sexual way, yet we stand in front of the paintings admiring its work.
Let’s spark conversation and present seniors by using the most inspiring medium; art.
THE CREATIVE
Inspired by classic paintings, the form that is greatly appreciated for its beauty in the way it is, we created ‘The Most Inspiring’ series.
This series presents senior sexuality in dual significance: liberating taboos/ stereotypes surrounding senior sex lives while promoting active senior sex lives with sexual inspirations.
The Most Inspiring Sex
Out-of-home l The Most Inspiring Sex
CNN
“Decoding the Mystery: Experts Debate Symbolism Behind Veiled Artworks Near Major Museums Around the World”
The New York Times
“Is the Veiled Installation a New Type of Contemporary Art Or an Upcoming Collection”
BBC
“Here are few names of artists possibly behind the veiled art pieces next to the British Museum”
CBN
“Mystery Surrounds Velvet-Wrapped Installation Near Museums”
Partnership l The Most Inspiring Erotica
Partnering with the major museums globally, we launched the first-ever-R-rated gallery exhibition, ‘The Most Inspiring Erotica.” The empty frames symbolize the silence and taboo around senior sexuality today. But scanning the QR code reveals the beauty of senior sexuality in real life through collaborated works with various artists.
We placed huge installations wrapped in veils near major museums and galleries, generating buzz.
On launch day, the masterpiece unveiled with a QR code that leads to further exploration through interviews with the muses of the painting.
Packaging l The Most Inspiring Kamasutra
The campaign extended in packaging, with “The Most Inspiring Kamasutra.” The accordion condoms turned into Kamastura, the iconic guide to sex, reimagining in our way designed for old couples.
Sex is immersively diverse when it comes to sexual positions, yet the diversity stops there, ignoring a billion of old couples. We break barriers by celebrating the diversity of ages within sex.
Social Media l The Most Inspiring Icon
While Colonel Sanders from KFC has been known for altering his egos over the decades, we challenged him to join our movement for another transformation celebrating senior sexuality.
As a spicy invitation, we created a dedicated piece for Colonel Sanders turning him into “The Most Inspiring Sex Symbol”.
Gratitude and Learnings
Through this project, I learned how to expand a solution into different media that can be buzzy and provide a solution for the target audience as well. I also learned how to write eye-catching PR lines that can explain an execution idea in one sentence.
I was grateful to work with such amazing art directors who made the creative concept come to life. Additionally, I learned Photoshop in depth for the first time by making the packaging design.
The Team
Art Director: Gahyeon Kim
Art Director: Cheyoung Moon
Art Director: Yul Han
