Durex becomes a challenger of sexual conventions by empowering the gender spectrum in a space they already go to for confidence. By partnering with gender inclusive makeup brand, MILK, we created a compact mirror for their everyday product that doubles as a condom holder.
ASK
STI's are at all time high. Condoms are the only way to prevent STIs.
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How can Durex be the challenger of sexual conventions that are holding people back from the sex they deserve?
INSIGHT
Two-thirds of condoms are purchased by men, and 65% of women had never bought condoms. However, safe sex is gender neutral.
SOLUTION
Durex meets the gender spectrum where they feel comfortable and empowered to be themselves - the makeup aisle. Durex partners with gender inclusive makeup brand, MILK to create a compact mirror for their Lip + Cheek product that doubles as a condom holder. Designed for messy purses and to empower the gender spectrum.
EXPERIENTIAL
To activate the campaign, Durex & MILK takeover gender neutral bathrooms at clubs, colleges, and festivals inspire confidence.
SOCIAL
Concepted under the guidance of Mauricio Villareal at VMLY&R at Miami Ad School.
Photography by @thurstanredding and drawing by @krishartas