Creative Execution

Our idea was “the best things in life are worth waiting for.” - a three hour single shot video of a typical young couple doing literally nothing – except wait for the release of the new top of the range condom – the Durex AiR – after all, life is best when it is a bit strange. We left it to the viewer to smile about it, to think about the meaning, to think about their longing, to think about their dreams. We posted it as a live countdown video on BiliBili.com where users could post live comments on screen.

1,000,000 people watched the live countdown video, with a total of 366,000,000 exposures. 6 seconds per box broke the E-commerce selling speed record in the condom category in China.

Starting from the idea that weird and enigmatic stuff grabs attention online, and that netizens are oversaturated with fast cutting and flashy camerawork, our aim was to make ourselves different. We wanted to make the most enticingly vacant video ad ever – no storyline, no script, no drama, no climax – just a single shot, reality TV style, suspended tantalizingly in time - to create engagement, get users to generate content to fill the space, and make the ad go viral easily.