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.
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