Sex Never Gets Old

Sex Never Gets Old was my response to D&AD New Blood Award's Design Brief: The Backstory “Sexual freedom is a human right. It means having the freedom to define, explore and experience your own sexuality as you want, without fear of repression or violence.” SheDecides, 2023. As a brand, Durex exists to unleash the freedom to be your true sexual self. The barriers that prevent sexual freedom can be complicated and often highly personal, but society and the world around us plays a huge role in increasing and often perpetuating those pressures; and that is something Durex wants to help change. These barriers may be physical, emotional, functional or even cultural. Sex and the misinformation around it has never been more prevalent. So, what can Durex do as both a sexual protection and pleasure brand to break down barriers? What’s the Challenge? Develop an innovative service, product or campaign that solves your chosen barrier to sexual freedom. Your response must consider how breaking down barriers will give your audience more confidence to find their true sexual self, free from the current pressures they might experience.

You may also like