Title | DUREX EXTRA SENSITIVE MINI THEATRE |
Brand | DUREX |
Product / Service | DUREX AIR |
Category | C04. Micro-film |
Entrant | ZENITH Taipei, TAIPEI |
Idea Creation | ZENITH Taipei, TAIPEI |
Media Placement | ZENITH Taipei, TAIPEI |
Production | FORCE FILMS Taipei, TAIPEI |
Name | Company | Position |
---|---|---|
Gou Lee | PUBLICIS MEDIA | Creative Director |
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.
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.