D&AD New Blood | Durex

"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.