— 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