ELENA BUDRINA

— PROJECT NAME

Speak with pleasure


— CLIENT

Durex


— ROLE

Creative Director


— DATE

20/09/2019

PROBLEM 


Durex gels are popular worldwide, 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 with words, just like when learning 

a new language, and created the «Alphabet of pleasure», 

a series of 9 sex-words OLVs, focused on the emotions of partners who are facing a problem or experiencing their sexual fantasies.




In each video, one of the SKUs is helping to solve the situation. We adapted the videos to SM-formats and showed the audience, based on socio-demographic characteristics and additional segmentation of their needs.

We continued our campaign with Durex VK service, which helps couples learn how to discuss sex without embarrassment. 

We filled the 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

96%

target audience reach increase

181K

  • users interactions with brand content

23K

  • users became real fans of our game

13M

Russians have learned about comfortable and diverse sex with our gel-lubricants

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

Effie Russia Shortlisted x 2