Feel free to talk about sex
This project, created for the Reply Challenge 2019, aimed to break sexual taboos among young people. Durex leveraged its humorous style and tied the campaign to World UFO Day (July 2), comparing the mystery of UFOs with the mystery of sexuality.
About the project
This project is the result of a 72-hour hackathon launched by Reply in collaboration with Durex. It aims to break sexual taboos through humor and creativity, using bold visuals and engaging content to challenge societal norms.
Mission
One of Durex’s key goals is to break down the sexual embarrassment barrier that many young people face when it comes to talking openly about sex and pleasure.
Celebrations, global and national awareness days, calendar posts, and real-time marketing often provide the best social opportunities to fuel conversations between younger generations and the brand. Durex always capitalizes on “days” that naturally align with the brand, such as Valentine’s Day and World AIDS Day.
Challenge
The challenge now is to find a new brand moment that links Durex to an unconventional celebration, occasion, or “world day,” creating an unexpected, memorable, and relevant association.
The idea
From the very beginning, Durex’s brief captivated us.
Our idea? To associate sex with UFOs, both surrounded by an aura of mystery and taboo. Sex, especially among young people, is often seen as a forbidden topic, surrounded by myths and outdated ideas. So, we chose World UFO Day on July 2nd as the perfect moment to address this important subject and give it the attention it deserves.
Research
The research phase focused on understanding the key visual and communication strategies that resonate with the target audience.
Exploring Durex Social Media
In 2019, Durex Italia’s social media presence was still developing, with less engaging content. However, it was clear from the accounts of other countries that Durex embraced irony and sarcasm in their posts, successfully capturing the attention of younger audiences. The brand’s clever use of humor, bold visuals, and timely cultural references helped them foster a more relatable and authentic voice, creating a stronger connection with their followers. This approach became a key strategy to stand out in a crowded digital landscape and appeal to a more playful, open-minded demographic.
Moodboard
The moodboard draws inspiration from elements commonly found in the sky, such as rockets, UFOs, planets, and satellites. These objects evoke a sense of mystery, exploration, and limitless possibilities, aligning with the campaign’s theme of breaking boundaries and challenging taboos. The sky serves as a backdrop for curiosity and adventure, reinforcing the idea of venturing into unknown territories both literally and metaphorically.
Our proposals
"Let The Pleasure Take You"
In this concept, we used a condom as a spaceship, symbolizing the journey of pleasure. The phrase “Let the pleasure take you” aims to challenge the misconception that using a condom diminishes pleasure. Instead, it highlights how protection can enhance the experience, inviting the audience to embrace both safety and satisfaction in an exciting, carefree adventure.
To Get There!
In this concept, we represented the vibrator as a rocket, symbolizing the journey towards personal pleasure. The phrase “To get there!” emphasizes the empowering experience of self-discovery and satisfaction, highlighting how the product enables individuals to explore their desires on their own terms.
Discover the Dark Side
This concept uses the moon as a symbol of mystery and exploration, with the phrase “Discover the Dark Side” inviting individuals to explore the depths of pleasure. The lubricant is presented as a key to unlocking new sensations, encouraging users to embrace their desires and venture into uncharted territories of intimacy with confidence and comfort.