ELENA BUDRINA

— PROJECT NAME

Speak with pleasure


— CLIENT

Durex


— ROLE

Creative Director


— DATE

20/09/2019

PROBLEM: 

Durex gels are popular all over the world, but what about Russia, where the topic of sex is a taboo and lubricants are perceived as a product for solving problems, not daily usage? How to become part of a dialogue that does not exist? 


SOLUTION: 

We decided to start it ourselves with the Durex VK service — a platform that helps couples learn how to discuss sex without embarrassment. 


Starting with letters, we created the «Alphabet of Pleasure»: a series of eye-catching illustrations of fantasies, fears and fetishes.


And we shooted 9 sex-words craft OLVs, dedicated to hidden desires or problems of a couple (swipe right to see them all).


Then we filled our platform with useful content from sex experts, bloggers, and to initiate communication between partners we developed the «Match» game, helping to explore and discuss preferences and desires you have in common with your partner.

Results

As a result, target audience reach increased to 96%, and we had more then 181K users interactions with brand content. 23K users became real fans of our game, and nearly 13M Russians have learned more about comfortable and diverse sex with gel-lubricants. And how to speak about sex openly and with pleasure.

Credits

AILOVE

Elena Budrina Creative Director

Kir Pavlykevich Creator

Maria Bashkova Art Director

Roman Vlasenko Strategist

Ekaterina Erygina Senior Content Producer

Sergei Geidek Account Director, Ailove

Margarita Kraskovskaya Executive

director


RECKITT BENCKISER

Irina Syshchikova Senior Brand Manager

Victoria Yaroslavtseva Category Manager


CULT PRODUCTION (VIDEO)

Gosha Evdokimov Director

Nikita Gorodnichenko DOP

Konstantin Melnikov Creative producer

Anna Chernova Production designer

Alexander Chuikov Film editor

Dmitry Litvinov Colorist

Stanislav Paushev Sound design

Awards

Ad Black Sea Shortlisted

Tagline awards 3 gold, 2 bronze

tbc