SHOWCASE

Speak with pleasure

Entry code: E43004GD19
Agency: Ailove Moscow
Advertiser / client: Reckitt Benckiser
Group: E. DIGITAL, MOBILE & TECHNOLOGY, AR / VR / Voice-activation, Data / Insight, Metaverse

Creative idea

Russian have a tough time talking about sex, which was a big problem for Durex gels and lubes. To break this barrier we’ve decided to go visual with A-Z of sex and the spicy message 'Speak with pleasure'. For those who are afraid of sharing their sexual desires, we came up with an app. Swiping left or right, couples could discover their matching fantasies, but keep others as a secret. To attract attention and make content viral, we created a unique feel for every word and articles from sex-therapists aimed at making Russians talk openly about their sex life.

Brand name: Durex
Advertiser / client: Reckitt Benckiser
Product / service: Gels and lubes
Campaign name: Speak with pleasure
Agency network: INDEPENDENT AGENCY
Agency: Ailove Moscow
Web address: https://vk.com/app6999162
Creative director: Elena Budrina
Art director: Maria Bashkova
Designer: Lena Annikova, Denis Kondratev, Alexey Prasol, Alexander Bashutskiy
Strategic planner / strategist: Roman Vlasenko
Illustrator: Alisa Yakovleva, Oksana Maidanyuk
Film production: CULT Production
Director: Gosha Evdokimov (CULT)
Agency producer: Ekaterina Erygina
Digital creative: Kir Pavlyukevich
Additional company: Brand Manager (Durex) – Irina Syshchikova CEO (Ailove) – Julia Holodova Head of Branded Content (Ailove) – Margarita Kraskovskaya Producer's Assistant (Ailove) – Anna Nikolaeva Production Designer (CULT) – Anna Chernova

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