DUREX 001 Product Launch Campaign
After launching in Japan in 2016 and China in 2021, Durex 001 is finally entering the Hong Kong market in 2022. Although it will be the thinnest PU condom available in Hong Kong, entering the market nearly five years after its competitors means it can no longer be positioned as a cutting-edge, innovative product, despite being groundbreaking in Durex’s lineup. Our clients are looking for a way to introduce the new 001 product with a grand entrance, and they need our assistance to achieve that.
2022
Durex
5-8 months
Prioject duration
Client
Year
Brief
By entering the market later, we aimed to downplay the technology aspect of Durex 001. Nevertheless, Durex 001 remains the thinnest 0.01 PU condom available and is priced at a premium. We’ve positioned it as the most exclusive condom on the market, meant for the most discerning men. The tagline “The Durex of 001” distinguishes Durex 001 from its competitors and sets a new standard for 0.01 condoms onwards.
Creative Idea
Gold - Best Idea Experiential Marketing
Gold - Best Idea Launch And Rebrand
Silver - Best Use Of Integrated Media
Awards
[ Markies Award 2023 ]
Key Visual / TVC / Typography / Storyboarding / Game Design / OOH
Lead Art Direction
Awards Winning
Key Visual
This key visual is 3D-rendered. The goal is to deliver luxuriness and premium feel without being tackiness, using the global colour guideline of black and gold. I took reference for the movie "blade running" when designing the venue. My approach is to add multiple light sources and layers the whole scene with different textures to enrich the visual.
Font Design
Because of the fact that Hong Kong is using traditional chinese, while China is using simplified chinese, I have to re-do all typography in this campaign. I took the features of signature rounded corner and embedded "1" in Durex 001 logo as my main design principle during font designing process. The challenging part is to balance the weight of traditional chinese words, which consist of complicated strokes, and make it look thin and clean like the global Durex 001 logo design.
TVC
The tagline of this TVC can be translated as "Man of Men -- 001 of 001". The concept is to highlight and distinguish the leading position of Durex 001 condom when comparing it with the other 0.01 PU condom in the market. This video production is shot by green screen and 3D rendering. In order to precisely communicate with the director, I created a storyboard with photoshop to align all scenes and art direction with the production unit.
Hologram Graphic Design
Social Engagement Idea
We created a premium-looking gift box set for durex online shop purchases so as to boost online sale and raise customer's attention to Durex's online presence. The box set consist of two 001 condoms and a sex game card designed by me. The game cards are truth or dare question cards made of three level of difficulty. I uses the key elements of this campaign, such as butter-dish condom shape, black and gold bi-color tone and symmetrical style, to design three coherence versions of card.
Cross Brand Collaboration
Durex 001 x the Arca Hotel
We turned [ The Sea Deluxe Suite ] of the arca hotel into our [ Premium 001 Themed Suite] by changing all bed sheets, towels, tablewares, and even room dinner course to black and gold theme.
The winner of the best comment on our social post can stay there with their loved one for a night.
Durex 001 x Handsome Factory co. ltd.
To highlight the theme: Man of Men. We collaborated with a luxury barber shop in Hong Kong.
Durex 001 x 7-11
We made a union pay credit card that can actually pay for Durex 001 condom. It is inspired by the rare master black card concept. We hope to create a exclusive card that only the top-tier men, with is Durex 001 customers can own it.
Outdoor Ads Placement
DUREX 001 Product Launch Campaign
Year
Client
Prioject duration
2022
Durex
5-8 months
Brief
After launching in Japan in 2016 and China in 2021, Durex 001 is finally entering the Hong Kong market in 2022. Entering the market nearly five years after its competitors means it can no longer be positioned as an innovative product, despite being groundbreaking in Durex’s lineup. Our clients are looking for a way to introduce the new 001 product with a grand entrance.
Creative Idea
As entering the market late, we aimed to downplay the technology aspect of Durex 001. Nevertheless, Durex 001 remains the thinnest 0.01 PU condom available and is priced at a premium. We’ve positioned it as the most exclusive condom on the market, meant for the most discerning men. The tagline “The Durex of 001” distinguishes Durex 001 from its competitors and sets a new standard for 0.01 condoms onwards.
Awards
Gold - Best Idea Experiential Marketing
Gold - Best Idea Launch And Rebrand
Silver - Best Use Of Integrated Media
[ Markies Award 2023 ]
