Alphabet of pleasure GREEN

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 and get them acknowledged in another way: with the help of A-Z of sex. To attract attention and make the content viral, we created a unique look and feel for every word. Each of 9 unique decorations communicates the essence of certain sex notion. All decorations were built one by one during one shooting shift. Because of intense art-direction and production design, final videos don't include any special effects or other computer graphics.

Brand name: Durex
Advertiser / client: Reckitt Benckiser
Product / service: Durex gels and lubes
Campaign name: Speak with pleasure
Agency network: INDEPENDENT AGENCY
Agency: Ailove Moscow
Production company: CULT
Creative director: Elena Budrina
Art director: Gosha Evdokimov
Strategic planner / strategist: Roman Vlasenko
Director: Gosha Evdokimov
Director of photography: Nikita Gorodnichenko
Agency producer: Ekaterina Erygina
Digital creative: Kir Pavlyukevich
Additional company: Head of Branded Content (Ailove) – Margarita Kraskovskaya Brand Manager (Durex) – Irina Syshchikova Creative Producer (CULT) – Konstantin Melnikov Production Designer (CULT) – Anna Chernova Film Editor (CULT) — Alexander Chuikov Producer (CULT) – Vitalina Koryakovtseva