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Creative

Durex and Havas Life Moscow Bypass Censors to Celebrate Orgasms

Spots produced by Filmservice shows orgasm after orgasm, despite the international filters on social media platforms and TV

Durex and Havas Life Moscow Bypass Censors to Celebrate Orgasms

How do you bypass censoring when it comes to orgasms? The new international campaign by Durex and Havas Life Moscow shows orgasm after orgasm, despite the international filters on social media platforms and TV.

The unique Durex Intense line – condoms and gel designed to intensify female orgasms – has a goal to help both women and men. Research shows that many women don’t have an orgasm every time they have sex.* But men also have to struggle hard to please their partner sometimes.

How do we tell about our line’s orgasmic capabilities, if lawyers of so many countries don’t let you show as much as a kiss?



Durex Win-Win Orgasms is a big campaign for European countries with separate communication versions for men and women, separate TV, FB, YT and radio ads.
The protagonists find themselves in a fantasy amusement park, where the woman finally stops doubting she can actually win pleasure and, thanks to her partner, enjoys it again and again. Additional short FB videos showed different attraction and carnival games around the park and the couple winning in them.

Durex ads always find the sweet spot between passion and playfulness, and this campaign was not an exception. But this time a passionate amusement park was created as well. A set decoration artist who had previously worked on La-la-land was invited to help with development of this art project. The sexy protagonists were found in Serbia, where the filming took place. Post-production of the whole project required input from each and every team member and took around 4 months.

The first ads have already been aired in the UK, Ireland and Scandinavian countries, with many more to come...and not a single channel censored it. A win-win idea to cover the whole Europe.
Client

Advertiser: Reckitt Benckiser Healthcare

Brand Manager: Maria Tarakanova (Durex Category Manager)

Creative Agency

Creative Agency: Havas Life Moscow

Creative Director: Evgenia Arabkina

Copywriter: Alexandra Govorukhina,Ivan Krylov, Peter Osipov

Art Director: Irina Koreshkova

Head of TV / Production: Irina Svetlakova

Senior Art Director: Stanislav Tretyakov

Senior Producer: Anastasia Shamaro

Account Supervisor: Anna Kuznetsova

Artworker: Carl Sprague

Account Manager: Alexandra Spiridonova

Production Company

Production Company: Filmservice

Director: Ramon J. Goni

Digital Production Company

Digital Production: Hypermedia

Category: Corporate and social , Sexual

Genre: PR