From Nape Town to Thighland: How FCB India Called All Explorers for Durex
FCB India’s ‘#ExplorersWanted’ campaign for Durex encourages partners to explore each other's desires and fantasies, enriching their bond through a travel metaphor.
With a playful twist on travel metaphors, the campaign transforms body parts into exotic destinations like ‘Nape Town’ and ‘Thighland,’ inviting couples to embark on intimate adventures.
By encouraging couples to uncover 'secret destinations,' the campaign frames sexual intimacy as an exciting journey of discovery and adventure.
Anusheela Saha from FCB India spoke to LBB, discussing the creative spark behind the concept, the intricate process of developing sensual ‘bodyscapes’, and the delicate balance of keeping the narrative tasteful yet provocative.
She also highlighted the campaign’s impactful influencer collaborations and the role of consumer insights in making sexual exploration fun and approachable.
LBB> What was the inspiration behind using travel metaphors to explore intimacy in the #ExplorersWanted campaign?
Anusheela> Durex's #ExplorersWanted campaign used travel metaphors to make sexual exploration exciting and relatable. Inspired by a survey showing 74% of committed couples wanted to improve their sex lives, the campaign framed intimacy as a journey of discovery. Travel represented adventure and excitement, making exploring each other’s bodies fun and exciting. This metaphor helped create engaging visuals and narratives, encouraging couples to see their relationship as an adventurous journey full of new possibilities.
LBB> How did you develop the concept of transforming body parts into secret destinations like "Nape Town" and "Thighland"?
Anusheela> It all started with a straightforward question: what if people used lubes as a pass to explore their partner's body as if they were actual places? This led us to map different erogenous zones of the human body to the names of countries and cities.
- Cape Town became Nape Town.
- Kyoto became Kyotoe
- Thailand became Thighland
- Czech Republic became Chest Republic
- Sydney became Sydknee
With Durex Lubes guiding the way - we implored partners to explore each other's sexual fantasies in every possible way.
LBB> Can you describe the process of developing the visual elements for the campaign film directed by Anna Joseph?
Anusheela> With “bodyscapes” as a guiding principle, Anna deployed macro photography, soft lighting, and other tricks of the trade to produce staggeringly beautiful and titillating imagery for the campaign. The script told a relatable story of exploration, complemented by gentle, ambient sounds and soft music. The overall narrative aimed to make the exploration of intimacy feel like an adventurous journey.
LBB> What challenges did you face in ensuring the campaign's sensual narrative was tasteful and impactful?
Anusheela> With a fairly low penetration of the market's lubes category, we were already on a sticky wicket. Cracking a campaign that could get all of India to consider lube as an integral part of their sex lives was rather tricky.
The campaign needed to be provocative enough to catch everybody’s eye but also appropriate for a broad audience. The team focused on the emotional aspects of intimacy and cultural sensitivity, which was maintained through extensive research.
LBB> How did collaborating with influencers like @bruisedpassports and @unplanned by help in elevating the campaign's visibility?
Anusheela> Influencer collaborations have become a rite of passage when extending a campaign’s reach. Influencers like @bruisedpassports and @unplannedby shared their personal exploration stories without revealing the destination – teasing the audience quite literally. Their unique voices and genuine stories of intimate exploration helped translate the campaign’s message into real-life experiences. Using platforms like Instagram, they engage their followers through posts, stories, and videos, creating a community of explorers. This partnership spiked visibility and sparked conversations, enhancing the campaign’s impact and reach.
LBB> What role did consumer insights play in shaping the #ExplorersWanted campaign?
Anusheela> Consumer insights were crucial in shaping the #ExplorersWanted campaign. A survey revealed that 74% of committed couples wanted to improve their sex lives, highlighting the need for new experiences in intimacy. This insight led to the creation of the travel metaphor, making sexual exploration fun and approachable. Understanding the audience’s openness to variety and playfulness helped craft a campaign that resonated deeply, encouraging couples to explore new aspects of their intimacy and making lubes more appealing.
LBB> How do you think the all-women creative team influenced the direction and execution of this campaign?
Anusheela> The all-women creative team brought a unique perspective to the #ExplorersWanted campaign. Their approach focused on intimacy's experiential and emotional aspects rather than just the physical. This helped in creating a narrative that was both tasteful and impactful. Their sensitivity to nuances in a relationship and attention to detail ensured the campaign was inclusive and relatable.
LBB> What future initiatives or campaigns do you have planned to continue promoting healthy sexual relationships and self-esteem among couples?
Anusheela> Durex has always been a sexual health and well-being expert. Its goal is to empower couples and individuals to enjoy fulfilling and satisfying intimate experiences.
Especially in a market like India where not everyone is comfortable talking about sex, and the topic, at large, has always met with a certain side-eye – we aspire to create work – across the Durex product category - that hopefully opens the conversation around healthy sexual relationships.
