PROBLEM STATEMENT
Durex faced a decline in engagement amongst younger audiences. The brand needed to raise engagement amongst them & educate them about safe sex.
DESIGN SOLUTION
With most of their audiences being Gen Z’s, the idea was to create a 90’s style streetwear collection with witty taglines that aim to instil fun whilst being educational.
DESIGN RESEARCH
When it comes to fashion, Gen Z's value them widely as statement pieces. Fashion therefore served as the perfect medium for spreading the brand’s message & goals.
AUDIENCE ANALYSIS
Gen Zs
Aged 18 to 26
Loves throwback fashion
THE STRATEGY
Working collaboratively with copywriters, we came up with the No Shame Campaign for Durex which aimed to release a streetwear line with bold messaging as brand statement pieces.
It kicked off with a brainstorm of witty taglines, followed by apparel designs & manufacturing, promotional photoshoot, KOL engagement & press releases.
THE PROCESS
The project had a tight budget & timeline constraint. We therefore had to sourced tediously for affordable options that could be produced on time which proved to be a huge challenge.
MARKETING
The products were marketed through 2 phases: Teaser vs Launch phase.
During the Teaser phase, we worked with renowned media publishers in Singapore such as Mothership & Zula to propagate the news of the collection.
On the day of launch, we actively engaged with KOL’s to post on their social pages in a systematic manner to capture as many audiences as possible.
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.
CHALLENGES
We had an extremely tight deadline & budget to work with.
SOLUTIONS
We ensured close communications with the client on expectations. Sourced heavily for quality & budget friendly options to produce the designs ahead of time with the highest quality possible.
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.