DUREX EXTRA SENSITIVE MINI THEATRE

TitleDUREX EXTRA SENSITIVE MINI THEATRE
BrandDUREX
Product / ServiceDUREX AIR
CategoryC04. Micro-film
EntrantZENITH Taipei, TAIPEI
Idea Creation ZENITH Taipei, TAIPEI
Media Placement ZENITH Taipei, TAIPEI
Production FORCE FILMS Taipei, TAIPEI

Credits

Name Company Position
Gou Lee PUBLICIS MEDIA Creative Director

Write a short summary of what happens in the film

Communication is an art, but it no longer is just about being clear on the messages, but also how to make consumers enjoy receiving the message. These set of creatives aren’t just about Durex’s product features, they are more of daily encounters during our pathway to “love,” by adding little twists in every message, viewers no longer getting key messages, but also able to resonate with their daily encounters.

Cultural/Context information for the jury

Usually for condom market communication in Taiwan, all the players tend to use all sorts of sex signals to appeal the consumers and to build strong linkage between sex and their products. But consumers are fed up with such sexual approach, it’s intended to be “safe” rather than “sexy,” it’s more about the deeper emotional connection rather than the shallow physical contact.

Links

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