Durex

This project repositions Durex by addressing an often overlooked yet highly relevant audience: seniors.The campaign dispels misconceptions about age and intimacy and is based on research showing that many older adults continue to engage in sexual activity despite obstacles like vaginal dryness that can affect comfort and pleasure. By presenting Durex as a facilitator of better, more pleasurable experiences in later life, it presents a more inclusive narrative. The imaginative idea highlights a carefully chosen collection of items that age gracefully and increase in value, drawing a comparison between intimacy and items that get better with time. In a similar vein, the campaign proposes that, with the right products, sexual connection can grow and become more satisfying over time, ultimately redefining aging as an enrichment of experience rather than a limitation.

Concept: Anastasianna Vatou

Design: Anastasianna Vatou