Brand Background
In 1915, the London Rubber Company was founded by LA Jackson, selling imported condoms and barber shop supplies. Fast forward to 1950 and the first lubricated condom is released by Durex. In 2009 Durex was celebrating 80 years in business and in present day Durex is one of the world's most formidable condom brands.
The Brief
We aim to create a Durex campaign that not only promotes the brand and its products but also brings about societal change within the South African landscape. We wish to educate the audience about the ills of stigmas towards people of different sexual orientations.
The Insight
"Condom adverts only represent people who are heterosexual, they rarely depict and celebrate people of different sexual orientations."
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To change this perception that is unjust and unequal we created a campaign that shines the spotlight on personal prejudice.
The Target Market
People of different sexual orientations between the ages of 16 to 26.
The Big Idea
No F**king Difference.
Rationale: Sex is sex. It doesn’t matter who you do it with, as long as you do it with a condom.
The Concept
Durex Don't Judge
The Executions
Activation - Mabebeza Pick A Box
'Mabebeza Pick A Box' is a fun and engaginging activation that is aimed at creating healthy conversations around sexuality.
The idea is to place sex symbols that represent different sexualities, on a row of toilet doors and to capture people’s reactions as they try to locate the toilet that best describes their sex.
The idea is to illustrate that although we are all of different races, and sexes, deep down inside, we're all just the same.
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The activation will be staged at concerts such as the Afro Punk Festival.
As the audience struggle trying to figure out which toilet to use, Durex will be there to capture the moment, sharing it with the world while promoting safe sex and equality for all.
Print Ad
Billboard
Tactical - No F**king Difference.
The 'No F***ing Difference Exhibition' is a tactical element of
the campaign. It encourages the audience to celebrate pride by creating ‘pride art’ to promote equality for people of all sexual orientations.
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This element of the campaign will be live on Facebook because this is the social media platform where Durex has the most followers.
