Durex
Solving Durex’s penetration problem in Southeast Asia.
The task
People don’t buy condoms, and it’s fuelling STI epidemics. Why? Generations of stigma. In SEA, buying condoms don’t mean safe sex—it signals sex work, infidelity, or worse…
A disappointment to the aunties and uncles. And honestly, there’s nothing worse than being caught buying condoms in public.
My research uncovered the real barrier to safe sex: judgey aunties and gossipy store clerks. The up-down stare. The death glare. The whispered giggles. The ultimate cockblock.
Or is it?
Because let’s be real—why is disappointing them kind of… hot?
The work
The unlock
Disappointment be kinda hot.
The prop
Make rebellion the hottest foreplay.
Coming soon.
The idea