D&AD New Blood, Durex

A group concept designed for a D&AD New Blood brief.

"Sexual freedom is a human right. It means having the freedom to define, explore and experience your own sexuality as you want, Without fear of repression or violence." SheDecides, 2023. Durex exists to enable this freedom, recognising that societal and personal barriers, including misinformation, often hinder it. Durex aims to break these barriers by addressing physical, emotional, functional, and cultural obstacles.

This brief tasked us to develop an innovative service, product, or campaign that addresses a specific barrier to sexual freedom, empowering people to be their true sexual selves. We were to target any group affected by a chosen barrier and align with Durex’s values of real, honest, and judgment-free sex. Our solution needed to be clearly presented, detailing the target audience, barriers, and our creative process.

Project Type

Awareness campaign

Year

2024

Collaborators

Elizabeth Dilloway
Pauline Grunitz

Concept

Our project aims to break down the barrier men face when it comes to sex toys. Sex toys are a normalised experience for women, yet men are ridiculed for engaging with them. Masturbating with sex toys has numerous health benefits; strengthening the pelvic floor, preventing erectile dysfunction and boosting immunity. Detox With Durex aims to normalise the use and conversation of sex toys amongst men.

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