DUREX NO SHAME
A Durex campaign advocating safe sex through the launch of a streetwear collection.
Awards:
PRCA Consumer Award 2023
PRCA Gold For Most Creative PR Stunt
PRCA Gold For Best PR Campaign For A Specific Audience
Client: Durex
Date: 2022
Studio: AKA Asia
Team: Luana Suciu, Jenna Mills, Olivia Cham, Ryan Chia, Gladys Loh
Role: Brand Designer, Creative Direction
Discipline: Apparel Design, Marketing, Photography
Photography Credits: Jimena Michael
THE WORK
For April Fool's Day, I got to work with Durex on launching a witty streetwear collection. Through this, I collaborated with a copywriter & creative director to design a line of apparels, advertise it across socials & engaged KOLs & reputable media outlets to tease & launch the collection.
RESULTS
We generated tons of engagements & conversations across social media, attained news coverage by reputable media platforms as well as created lots of hype around the collection such that it eventually sold out as everyone was trying to get their hands on them.
KEY LEARNINGS
While being ambitious is great, projects may change abruptly due to timeline & budget.
Understanding thoroughly the project & expectations ahead of time can help a team adapt effectively in light of such situations.