TV . SOCIAL . OUTDOOR
Havas Worldwide . Art Director . 2012-2014
ECD: Jon Frier . Copywriter: Bill Shaefer
Durex had already created its “Savvy Lover” platform. It existed as stickers and t-shirts but nobody really had an idea of who or what a “Savvy Lover” is and how Durex fits in their life.
Being part of a couple is not just about what you say and do directly to your partner. It’s about every little thing you do to keep them interested in you.
Being a “Savvy Lover” is about respect, love and all those little things you do to make your relationship work. We want to highlight those little things and show that safe sex with Durex is a part of that.
One of the ideas we grasped onto in social was that there should always be a reason to have sex. The Mayan Apocalypse was one of them. These wildpostings and social posts offered up a few ideas on how to bring on the end of the world with a bang.
Valentines day is a given. We played on a bit of nostalgia and created cards that look and feel like cards you might give in middle school, but they are definitely much more adult. All of this of course led to contest with a chance to win a trip to Jamaica.
Over the summer we had a contest to find the sexiest place in Canada and in the World using Facebooks polling function. The results were posted with special postcards from those places.