Unclasp Me
2024 Advertising
Brand
Durex
Role
Concept, Art Direction
Team
Sophia Lee
Instructor
Gio SerranoBackground
Durex, known for promoting good vibes and healthy sex lives, recognizes that people often face hurdles in the bedroom. Many struggle with doubts about their performance and aim to impress their partners.
Insight
During intimate moments, a guy's struggle with unclasping a bra can really kill the mood. Despite receiving tips in sex ed, crucial skills like this were overlooked, leaving many men feeling inadequate.
Idea
Durex launches an innovative package to help guys master the art of unhooking bras effectively, featuring specially designed nipple-shaped condoms.
Condom package
Durex has been selling over half a billion condoms annually, so we incorporated bra hook openings into the Unclasp Me condom package.
Single condoms & extra
Success in unclasping the package? Okay, inside, users will find a variety of condoms along with special instructions on creative methods for removing bras.
OOH
To promote this campaign, we placed interactive billboards in attractive cities. People can practice unclasping a bra on the billboard and connect it to buying the package.
Partnership with Tinder
Durex has partnered with Tinder to change how you swipe. We encouraged users to change their swiping behavior: instead of the typical motion, they could simulate unclasping a bra by pinching the screen. Matches resulted in free condoms, further incentivizing engagement with the campaign.
Jungmin is a Junior Art Director at Mojo Supermarket based in New York. She's a multicultural and visual thinker and problem solver. She just graduated from the School of Visual Arts, majoring in BFA advertising.
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