encouraging the world
to find their condom fit
this was a truly social-first campaign. as this conversation from creators built organically on TikTok and Instagram, Durex joined in to reaffirm the message – first by making reply videos, then spreading beyond social to reach even wider via OOH, BVOD and YouTube.
all assets – even the most traditional OOH static print – used the creators' videos, opinions and messages to show that this wasn’t just a brand selling something new, but that a new conversation was happening on social, sending the audience back to their screens to find out more - and join in.
in making #FitMatters, we helped Durex to shift behaviour, ensuring the message was inclusive and speaks to diverse communities that are exploring sex and sexuality their way.
this campaign features a wide range of influencers from sex positivity bloggers and podcast hosts, to professional England rugby player and CALM ambassador, Joe Marler.
As conversation continued to build, we built the influencers content into a bigger campaign launching across other formats across the country revealing the ‘secret’ that #FitMatters to as many people as possible.
Across paid and organic social we continued to amplify our message by remixing our influencers' content, creating bespoke assets for each platform and building upon engagement in the comments.
Creative: Rob de Souza & Archie Challen
Creative: Becky Cartey & Judith Gruntjes
Editor: Paul Chamberlain & David Mowbray
Motion Graphics: Carlos Roncoletta
Associate Creative Director: Lucy Clark
Stratergy: Maharaj Varatharajah
Post Creative Stratergist: Karen Ftouni
Designer: Stephen Morgan
Group Account Director: Natalia Kasnakidis
Senior Account Manager: James Macrae
Post-production Producer: John Rodgers
Senior Project Manager: Hannah Colling
Senior Talent Manager: Sofia Mogliazzi
Advertising Manager: Charlotte McCrudden
the drum, campaign, marcommnews, creative pool, lbbonline and adforum.