Durex Campaign
Durex is a globally recognized brand known for its longstanding commitment to quality, innovation, and continuous improvement in sexual wellness products. The brand advocates for a fun and safe sex life for everyone, regardless of identity or partner. Durex promotes real sex—no filters, no fake setups, just authenticity. It remains the world’s most popular condom brand.
Goal
Create a campaign that balances playful energy with a sense of trust and authenticity.
Role:
Graphic Designer
Tools:
Illustrator & Photoshop
Hats worn:
Researcher, Creative Director & Illustrator
Target Audience
College students who prioritize protecting their health and the health of their sexual partners.
Problem to solve
A study in the Social Science Journal found that many young people hesitate to buy condoms to protect against STDs.
How might we design an ad that motivates and informs, reducing the risk of unintended pregnancy in a friendly yet sarcastic tone?
Process
This project involved extensive research to understand Durex’s external communication around condoms. The concept development phase was key to shaping the design direction. Initial sketches were refined into two concepts, which were then digitized. A poll was conducted to determine which design communicated most effectively.
Research
Ideation
Sketch
Digital
Final Solution
After much deliberation on which concept to move forward with, merging both concepts was the most effective solution. This is because it had sperm and a baby in a carrier. "Baby sitting is a choice" fits well with the merged illustrations, making the message both friendly and sarcastic.
Outcomes
Students responded positively to the advertisement. One student mentioned he wished he had seen it ten years earlier, as it might have helped him avoid past mistakes. Despite its humor, the ad clearly and effectively delivers its message.
Key Learnings
Researching a brand before the ideation stage is essential to develop creative concepts that align with the company’s communication style.
