Durex Campaign - Baby Sitting is a Choice
The Durex brand is an internationally recognized brand with a long history of manufacturing and exceeding quality standards worldwide through continuous innovation and improvement.
In addition to the belief that a fun and safe sex life should be enjoyed by everyone, regardless of who it is or with whom, Durex stands for real sex: no filters, no film sets, and no faking. There is no doubt that Durex is the world’s most popular condom brand.
Goal
Promote safe sex in the United States
Objectives: Create an advertisement that builds trust and feels playful at the same time
Role: Graphic Designer
Hats worn: Researcher, Creative Director & Illustrator artist
Date: September 2021
Target Audience
College students
People who believe that protecting their health and their sexual partners’ health is vital.
Problem to solve
According to a study published in the Social Science Journal, many young people are reluctant to purchase condoms to protect themselves against sexually transmitted diseases.
How might we design an ad that motivates, encourages and communicates effectively about reducing the risk of unintended pregnancy in a friendly but sarcastic way?
Process
This project required extensive research to understand the Durex brand’s external communication regarding condoms. The concept development phase was crucial to setting the direction for the design concept. Sketches were then streamlined into two directions that were digitalized. We conducted a poll to determine which concept communicated best.
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 said he wished he had seen it ten years ago because he would not have made the mistakes he did. The advertisement conveys the intended message clearly and effectively despite its humorous nature.
Final Learning
Researching a brand before the ideation stage is essential to develop creative concepts that align with the company’s communication style.