The Sexiest Case

Campaign idea

The target audience of the brand Durex - are representatives of Generation Z, who are often immune to traditional advertising and has its own, distinct from other generations, expectations from brand content.Therefore, Durex decided to operate through a non-standard SMM. The decision - is memes! Memes will help representatives of Generation Z get useful information about sex and relationships in non-advertising form. Futhermore, memes are intended to spur development of public debate on sexual issues and sex culture as a whole.

Brand name: Durex
Advertiser / client: Reckitt Benckiser
Product / service: Durex
Campaign name: Durex Social Newsroom
Agency network: HAVAS
Agency: Havas Russia
Web address: https://vk.com/durex
Creative director: Polina Maguire
Art director: Nina Drozd, Maxim Dronov
Copywriter: Maxim Lempert, Ivan Tresenov, Elena Karpova
Designer: Pavel Ilyuk
Account director (agency): Natalia Sakharova
Client account director: Valeria Levandovskaya
Additional company: Roman Martynov – Motion Designer Anastasia Posokhova - Senior account manager Olga Markova - Analyst