Durex ‘embrace your masterpeice’ campaign
‘Embrace your MasterPIECE' is a campaign I created within the guidelines of a Durex brief. The aim was to identify an audience and a specific sexual barrier they may struggle with. My response was a campaign that aimed to raise sexual confidence and inspire young men (18-25) to take pride in their appendage (piece), no matter the shape or size. I executed this by reflecting on the classic 'dick' graffiti that every young male can say they have partaken in drawing at some point or another, from school books to toilets. If you took pride in your masterpiece back then, why can't you take pride in your MasterPIECE now?
POSTERS
I took 50 uniquely drawn penises that my friends had created and used them as the face of the campaign. I created three campaign posters that urge for the embracement of penises, as no matter the shape, size, or bend - it is a MasterPIECE in Durex's eyes.
INTERACTIVE CHALKBOARD
I also made a physical chalkboard version of the posters that would be set up in town centres, urging people to 'Draw a Dick.' It is a fun activity that would drive attention and make people talk about Durex. But more importantly, it would show that everyone does have a different idea on what a dick should look like and that no one will draw them the exact same. They are all perfect.
The posters and condom box both featured a QR code that links to the Durex website, where the campaign has its own area. Here, visitors can read more about the campaign, buy the products, and have a go at drawing a dick themselves. These can then be sent in to Durex, and consumers can get their own designs put onto the real condom wrappers. I also created an Instagram refresh with themed stories and posts.
WEBSITE
I looked to use the Durex Instagram to promote the campaign and increase the spread of awareness for the sexual barrier I was looking to tackle. I did this through creating themed posts, stories, and a concepting a profile appearance change during the campaign.
SOCIAL MEDIA
To spread awareness further, I created a special edition of Durex condoms that are branded with the chalkboard-style aesthetics that are used within the posters. Inside are 12 condoms, each featuring different MasterPIECES. The box and condoms are black so that they feel more secrete; however, the inside features a warm but bright yellow to symbolise embracement.
PACKAGING
