— 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