— PROJECT
Speak with Pleasure
— CLIENT
Durex
— ROLE
Creative Director /
Copywriter
Conversations around intimacy are still often shaped by awkwardness and stigma.
For Durex, we created Speak with Pleasure — an integrated campaign designed to make the topic feel less awkward and more approachable.
Instead of promoting product benefits directly, we focused on helping people navigate conversations around pleasure, desires and intimacy in a more natural way.
The campaign launched with Alphabet of Pleasure — a series of videos exploring topics around sex and intimacy in a simple, accessible and culturally relevant way.
The campaign launched across social media through content built around real audience insights, relationship dynamics and everyday situations — quickly gaining strong engagement thanks to its honest and relatable tone.
We extended the campaign through an interactive platform designed to help couples navigate conversations around intimacy in a more engaging and interactive way
The platform combined educational articles, blogger content and expert advice to make the topic feel more accessible and relatable.
To encourage participation, we created the Match Game — an interactive mechanic that allowed users to share desires with their partner through a simple link and discover where their interests matched.
Handcuffs. Shall we play cops and robbers?
The campaign reached 96% of the target audience, increased sales by 7.3% YoY and generated more than 200,000 interactions through the Match Game.
To extend the campaign beyond digital, we also published a physical A–Z of Sex — an unusually bold and culturally visible move for a pharmaceutical brand.
Results
96%
target audience reach
201K
- interactions with brand content
23K
- active Match Game users
13M
people interacted with the campaign
AWARDS
Effie Shortlisted x 2
Tagline Awards 3 Gold, 2 Bronze
Ad Black Sea Shortlisted