The new Durex lubricant gel campaign had to connect with the target audience and grab their attention, as the brand was seeking to increase its market share.
We therefore decided to speak to the target audience on the basis of a truth everybody knows: good sex and a good mood go together. It is proven that having sexual relations and being satisfied with them reduces tension and levels of stress. And this is noticeable in everyday life. How different the world would be if we were all that relaxed in life!
The concept of the campaign springs from this reflection: if there's a name (in Spanish) for people who are tense or grumpy because they aren't enjoying good sex, “mal follados”, why not create a name for people who are relaxed and happy because they are?
Chief Creative Officer:Jesus Lada
Executive Creative Director:Rosa Martín
Creative Director:Paula Sabater
Creative Team:Paula Sabater, Rosa Martín, Eulalia Pinart, Luis Casadevall
Account Director:Mónica Carrión
Account Supervisor:Elvira Masllorens