Better With Age
CHALLENGE
Through the 2024 D&AD New Blood Awards Competition, Durex challenged our two-person team with developing an innovative service, product, or campaign that solved a barrier to sexual freedom, through a creative lens.
Brand Awareness Campaign
Project Brief & Competition I 11 Weeks
SOLUTION
Better With Age; a campaign focused on eliminating generational shame surrounding intimate relations. Through bright and quirky imagery, and comedic delivery, we show that sex, like many of the finer things in life, only gets better with age.
RESEARCH
Rates of STDs in Americans age 55 and older have significantly increased over the past decade. This inspired us to learn more about this generation. Our team created an interactive survey experience to inform our campaign. We approached three different age restricted communities, on three different occasions, and were sternly denied. We transformed this negative interaction into a positive solution.
INSIGHT
The discomfort surrounding the topic of sex influenced the direction of this campaign. Our research demonstrates that the generation of Free Love and Sexual Empowerment has become a generation of Discreet Encounters at Sexual Expense.
STRATEGY
Through generationally understood phrases and messaging, and a comedic delivery, Durex encourages conversations about the joys of later-life sex, while emphasizing the continued importance of sexual protection.
BETTER WITH AGE
CREDITS
Ellie Massing - Lead Strategist & Co-Designer
Haley Burton - Lead Designer & Co-Strategist
DELIVERABLES
2 Minute Promotional Video
Extensive Secondary & Primary Research
Supporting Branded Creative Campaign Elements