Durex tasked us with creating an unforgettable campaign for safe sex advocacy whilst promoting the Durex brand to young adults.
Research shows that condom use at first sexual activity is an indicator for ongoing consistent use lifelong. Durex wanted to build brand equity and develop a sampling drive for Durex products at universities countrywide.
Triple Eight realized that run-of-the mill education was not going to hit the mark with cool-kids at universities. We needed something bold, edgy and thought-provoking, using the sexy confident and playful voice of the Durex brand.
Triple Eight conceptualized and created the Durex “Kampus Sutra – What’s Your Position?” campaign. Students were invited to show us “your position on safer sex” at our photo set featuring blow up dolls and black boards on which to express their views.