ELENA BUDRINA

— PROJECT NAME

Durex Doodles


— ROLE

Creative Director


— DATE

05/12/2019

The brief was to rise engagement in global Durex Doodle project.


Most young people, despite differences in cultures and societies, feel embarrassed talking about sex. So our idea was to turn their awkward feelings into something more enjoyable. We created the collection of Instagram AR-masks based on global Durex Doodle idea, inviting young people to discover their own sexuality with a game: trying different masks, they were collecting all types of sexual desires. 


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We went on, adding some drive, and made the mask game where you could get fetish points using blinking.


This was an unprecedented event: according to the rules of instagram, neither alcohol nor pharmaceutical brands can create anything like this. Especially with lashes and handcuffs.


RESULTS



>1 mio views

27K user interactions

2,300 releases