ELENA BUDRINA

— PROJECT NAME

Durex Doodles


— ROLE

Creative Director


— DATE

05/12/2019

BRIEF


To raise the engagement in the global Durex Doodle project.


PROBLEM


Most young people, despite differences in cultures and societies, feel embarrassed talking about sex.


IDEA


To turn their awkward feelings into something more enjoyable. We created the collection of Instagram AR-masks based on the 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. 


mask

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 Instagram's rules, neither alcohol nor pharmaceutical brands can create anything like this, especially with lashes and handcuffs.

Results

> 1M

views

27K

  • user interactions

2,300

  • releases

Contact

  1. email@domain.com

  2. — Twitter
  3. — Instagram
  4. — Facebook


CREDITS


AILOVE

Elena Budrina Creative Director

Kir Pavlykevich Creator

Darya Durova Designer

Svetlana Gilazova Illustrator

Anastasia Domnina Producer

Anastasia Matveenko Producer

Anya Afinogenova Account Manager

Sergei Geidek Head of clients service


RECKITT BENCKISER

Irina Syshchikova Senior Brand Manager

Victoria Yaroslavtseva Category Manager