Unapologetically
Having sex is human nature. It is something that a lot of people do, and it is something that (when consensual) we shouldn’t feel the need to be apologetic about.
The ‘Unapologetically” campaign was created to instil confidence in young adults to have guilt-free sex whilst protecting themselves. It is not shameful to carry condoms or be sexually active, it is human!
Brief Featuring: Creative Direction, Illustration, Animation, Packaging Design, UI/UX Design
In collaboration with Chloe De Suze, Rowha Mohid and Madeline Prasetyo
The ‘Unapologetically” campaign was created to instil confidence in young adults to have guilt-free sex whilst protecting themselves. It is not shameful to carry condoms or be sexually active, it is human!
Brief Featuring: Creative Direction, Illustration, Animation, Packaging Design, UI/UX Design
In collaboration with Chloe De Suze, Rowha Mohid and Madeline Prasetyo
The Campaign
Unapologetically centres around vibrant repackaged condoms that feature aspects of sex that are sometimes stigmatised; unravelling ideas of unrealistic sex encouraged by popular media and pornography. Starring the illustrated Durex buddies and the interchangeable slogan, the packaging is fun and bright to attract the attention of the target audience.
On the back of each condom box is a scannable QR code which leads to the ‘Unapologetically’ campaign webpage on the Durex website. On this page these is further information about safe sex, STI’s. And a section where users can order personalised condoms.
With the target audience being 16-24 year olds, the aim is to engage them by promoting the campaign not just in public but also on social media.
Hashtags and bright advertisements will lead to a social media take-over on Durex’s platforms. This will also allow for the audience to share their stories and spread the message further. Campaign posters will be posted in public areas to further spread the message.
With the target audience being 16-24 year olds, the aim is to engage them by promoting the campaign not just in public but also on social media.
Hashtags and bright advertisements will lead to a social media take-over on Durex’s platforms. This will also allow for the audience to share their stories and spread the message further. Campaign posters will be posted in public areas to further spread the message.
Because the slogan is interchangeable, it is possible to feature words from different languages, make the campaign one that can be featured worldwide.
To launch the campaign, special claw machines would be set up around different cities in high traffic public areas. Instead of being tucked away in shops and bathrooms, the claw machines ‘unapologetically’ bring the conversation around condoms out into the open in a new and exciting way.
Using the ‘easy-to-grab’ sticky hand, it encourages people to grab as many as they can, just like grabbing candy out of a jar!
Visual Language:
Bright colours and a bold typeface, Acumin Pro Wide, have been used to add that ‘in your face’ kind of look to the campaign.
To counter the hard lines of the type, the ‘unapologetically’ part of the slogan has been handwritten. This also plays in nicely with the simple line illustrations of the Durex Buddies.
