Why is this work relevant for Entertainment?

Our film has pushed boundaries of branded entertainment in China. In a landmark brand collaboration, Durex 001 (RB) and Volvo XC40 (Volvo Group) partnered to launch a short film full of romance, sci-fi, and adventure. Vivid animation, creative story-telling, and stunning sound characterize the film, letting audiences understand key product benefits, brand positioning, and tonality of Durex 001 through entertainment.

Background

001 condoms (thinness of 0.01 mm) is the standard for ultra-thin in China. However, Durex arrived late to the category, only launching a 001 line after extensive R&D. For such a thin condom, 'breakability' is a top concern among target audience (young adult males). To assuage safety concerns and justify itself as a 001 latecomer, Durex needed prove itself as the safest 001 condom on the market.

Describe the creative idea

Durex 001 collaborated with Volvo XC40 to co-release a short film. colored in signature Durex 001 colors (black and gold), the animation follows a couple who wakeup from a VR simulated dream and escape to a safe reality on "001 Island." To convey Durex 001 on film, we designed symbolic motifs-an invisible forcefield protecting "001 Island" and animal pairs with sexual connotations in Chinese folklore. Colored in signature Durex 001 colors (black and gold), the film encourages audience to approach intimacy and embrace reality with a sense of security.

Describe the strategy

To assure 'break-anxious' consumers that Durex is the safest 001 on the market, Durex partnered with a brand known to test safety just as extensively: The Volvo XC40. Underscored by Volvo’s dependable brand reputation in China, the film’s visual narrative revolves around safety as a driving plot point. In addition to highlighting Durex 001 benefits such as 'real' closeness,「safety」stands out as the key attribute conceptually uniting this unexpected brand crossover. The film debuted on Chinese Valentine's day, showing us that safety allows unparalleled 'real' closeness.

Describe the execution

The 5-minute fully CGI animated film had a $400,000 budget. The CGI animation was designed by teams in Shanghai and Hangzhou, while the music and sound production were jointly produced by studios in Shanghai and Australia. During the five-month production time, the pandemic brought on challenges in coordinating teams of nearly 100 people in three locations while abiding by safety guidelines. Perfecting minute details of dynamic character capture, we altered the light and shadow quality frame-by-frame. Throughout several stages of completion, many versions of the film were projected on the theater screens to ensure top cinematic quality. Launching on ‘White Lover Day’ (a Chinese holiday similar to Valentine’s Day), the film went live for a total of seven days from March 12—19th, 2021. The film ran on the three largest social platforms in China—WeChat, Weibo and Douyin.

Describe the outcome

Despite arriving late to the 001 category, more and more consumers recognize Durex 001 as the safest 001 condom on the market. • Product awareness increased by 80% during the launch phase alone • Sales during the holiday period increased by 8% (YOY) • Durex’s brand influence increased by 15%