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Creative Award
Paris, France
Durex - "Your Sex Your Way (Board)" by PHNX Awards 2024

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TitleYour Sex Your Way (Board)
Agency
Campaign Your Sex Your Way
Advertiser Reckitt
Brand Durex
Date of First Broadcast/Publication 2023 / 6
Product HEALTH
Business Sector Contraceptives & Pregnancy Tests
Story As the reference brand for questions of sexual fulfillment, Durex has a duty to break the injunctions to performance, both physical and psychological. Young French people are invited to freely explore their sexuality, a sexuality reconnected to their pleasures and sensations. A campaign created to break the rules once and for all, where everyone can challenge the clichés and express what they feel, for real. There's no pre-determined scenario, just rewritten stories about pleasure, about what's pleasurable.the campaign is supported by Durex Brand Ambassadors, the sexplorers:@darkocttg, @juliettekatz and @sulivangwed. Those who want to reclaim their pleasure have a voice. The ability of these three content creators to initiate open conversations, stimulate discussion and inspire change is helping to create a more enlightened and inclusive culture when it comes to sexuality. With “Your Sex Your Way" / #Rewrite pleasure", goodbye to the "cliché" statements repeated on the terrace or during a date. Through 8 video capsules, each injunction is rewritten by each person. If there's one thing that's not universal, it's pleasure: with or without orgasm, for hours or minutes, with a stranger or the love of our life, the only accepted generality is consent. 8 scenarios- Sex without orgasm isn't sex- There's no pleasure without penetration- Sex for two is one dominant and one dominated- Sex is for two- Sex on the first night is for nymphomaniacs- Asking for consent breaks the mood- Guiding your partner isn't exciting- Masturbation is for the obsessed... Youtube link : https://www.youtube.com/@DurexFranceOfficiel/videos Deployment: Social networks: digital video campaign - OOH advertising: 4 metro stations. A presence in the public space to reach a wide audience and launch open discussions on sexuality - Presence during Solidays from June 23 to 25 to physically engage the target: a dedicated Durex space. Festival-goers were able to take part in open discussions on taboos linked to sexuality, meet 3 Durex ambassadors, take part in interactive activities to rewrite pleasure. Distribution of 55,000 condoms, active presence of the brand at the heart of the French festival to help redefine pleasure. https://www.youtube.com/@DurexFranceOfficiel/videos ...
Media Type Case Study
Chief Executive Officer (CEO)
Executive Creative Director
Associate Managing Director
Managing Director
Creative Director
Art Director
Copywriter
Account Director
Head of Social Media
Strategic Planner
Strategic Planner
Head of Production
Project Manager
Influence Manager
Media Agency
Managing Partner
Account Director
Production Company
Producer
Director
Sound Engineer
Mix
Post-production Supervisor
Editor