Durex: International Women's Day
Brief: a dedicated post for the International Women's Day.
Purpose: introducing new topics for the brand using a provocative tone of voice for the edutainment format. We wanted to engage and make the female target audience feel safe, often somewhat overlooked in Durex's communication.
Target: Gen Z and Millennials.
ADV: no, it was an organic campaign.
For International Women's Day, I introduced a fresh perspective for Durex Italy. In an effort to blend the brand's new educational aspect with its rebellious spirit, I proposed a series of carousels featuring catchy phrases on the visuals. The accompanying copy dissected and debunked various common misconceptions about female sexuality. I take particular pride in this organic mini-campaign because it went viral and it garnered a heartfelt and mature engagement from both the Gen Z and Millennial audience. Consequently, it significantly heightened brand awareness on edutainment content (educational+entertaining) front, a realm that had remained largely unexplored until then.