My First Sex Teacher

Creative idea

Durex aimed a solution for Turkish youngsters to find the “fittest” condom type and gain confidence affordably, thanks to its new “Chill” package with three different condoms. It was necessary to introduce both Chill and “the facts” to youngsters since that they could not obtain sexual information from their families nor schools in Turkey. They had one source left: Porn. We invited “the real influencers” they would listen with pleasure on sexual matters: Their first sex teachers: Lisa Ann and Rocco Siffredi. They spread the campaign message with viral film which they rap about sex facts; and invited youngsters to 6 informative films that cover Chill’s features and sex tips.

Brand name: Durex
Advertiser / client: Reckitt Benckiser
Product / service: Condom
Campaign name: My First Sex Teacher
Agency network: HAVAS
Agency: Havas Turkey, İstanbul
Additional company: Havas Media, Circus, Contentine, Fill in the Blanks, Cora Communication, Autonomy Film, İmaj, 3K1A Music
Production company: Autonomy Film
Web address: https://www.durex.com.tr/
Executive creative director: Ergin Binyıldız
Creative director: Volkan Dalkılıç
Art director: Umut Karacaoğlu, Çağatay Çan, Öyküm Avadan
Copywriter: Baran Karacaoğlu
Designer: Can Yaylacıkoral
Account director (agency): Berk Yılmaz, Gözde Cumur Malahtari, Ayça Demirbaş
Client account director: Özlem Atçı, Neslihan Kama, Burçin Corga, İdil Gülen, Esra Ezibay, Erdi Arıcan
Director: Ferit Katipoğlu, Ersin Gök
Music: 3K1A Music
Screenwriter: Elif İlayda Serbest
Agency producer: Gözde Bilir, Sıla Salgın, İrem Akalın
Post production: İmaj
Post production producer: Şafak Sezgin, Beyza Baykal
Digital strategist: Ulaş Olkun
Digital creative: Zihni Başsaray, Serhat Varan