The Art of Sex Ed

Creative idea

Poland faces a sexual education crisis with rising HIV cases and a Minister of Education ban on independent sex education in schools. Durex innovatively addressed this issue by transforming 100 paintings from major Polish museums into an educational medium. Through Augmented Reality, we delivered contextual sex education content in an interactive way. By simply visiting the Durex website, and using smartphone cameras to scan paintings, students access easily digestible information. This transformed conservative-value-based museum lessons into a chance for 2 million museum-visiting teenagers per semester to access reliable sex education, helping combat the growing crisis in sexual education.

Brand name: Durex
Advertiser / client: Durex
Product / service: Durex
Campaign name: The Art of Sex Ed
Agency network: VML
Agency: VMLY&R Poland
Web address: https://sztukabezwstydu.pl/
Executive creative director: Dawid Szczepaniak, CCO VMLY&R Poland
Creative director: Adam Caban, Creative Director VMLY&R Poland, Patrycja Rusnak, Social Media & Gaming Director / VMLY&R Poland
Art director: Katarzyna Cergowska , Art Director VMLY&R Poland, Anna Marchewka, Junior Art Director VMLY&R Poland
Copywriter: Kamila Klasa , Senior Copywriter VMLY&R Poland, Urszula Morawska , Creative Lead VMLY&R Poland, Rafał Krause, Copywriter VMLY&R Poland, Damian Pawlikowski, Copywriter VMLY&R Poland
Designer: Anna Bawor , Junior Graphic Designer VMLY&R Poland, Piotr Hudycz, Senior UI Designer VMLY&R Poland,
Client account director: Aldona Borecka, Business Director VMLY&R Poland
Strategic planner / strategist: Anna Klamecka, Strategy Director VMLY&R Poland
Senior planner: Małgorzata Słychań , Influencer Group Head VMLY&R Poland
Pr director: Jędrzej Hugo-Bader, Head of PR & Communication VMLY&R Poland
Digital production: Maciej Liese, Motion Design Leader / Marek Gołębiowski, Motion Designer / Krzysztof Kujawski, Production and Optimalization Designer / Beata Mikłas, Senior UX Designer / Kamil Goliński, Content Editor / Sebastian Rachfał, Frontend Developer / Damian Popielski, Frontend Developer / Maciej Sobczyński, Research and Development Director / Jolanta Morzyniec, Art Historian / Maciej Pitulej, Project Manager / Piotr Żołek, Solution Delivery Architect / Tomasz Szkodziński, Chief Experience Officer / Piotr Bodzioch, QA Team Lead / Łukasz Kwapisz, QA / Klaudia Firek, QA / Marta Dorzak, QA / Paweł Łaskawiec, Frontend Developer (supervision) / Łukasz Kręgiel, Dev-ops
Digital creative: Łukasz Jach-Bartha, Creative Technologist VMLY&R Poland
Additional company: Reckitt Benckiser (Poland): Inga Songin, Katarzyna Bitowt-Zaczkowska, Kamil Komarzyniec, Karolina Wierzbicka-Gajda, Bogumiła Albrycht, Dominika Staszewska