The Durex 'Freedom' campaign celebrates the loosening of global lockdowns by promoting safe sex. The campaign consists of large, tactile billboards located throughout London that poke fun at the passing of 'Freedom Day' – an Internet-created title for July 19th, the day COVID-19 restrictions were lifted throughout the UK.
Each billboard presents an image of a classic Durex condom with the word "freedom" superimposed on top of it. Underneath the condom, a slogan reads "It's here. Enjoy it." Created by ad firm Havas London, the billboard is being celebrated for its bold and timely message. "Durex is perfectly placed to allow people to have satisfying sex now that restrictions have been lifted," said Lindsay Forbes, Durex's Marketing Manager.
Durex's campaign, which calls for both sexual liberation and sexual safety, will run for the following week.
Image Credit: Havas London
Key Themes Behind This Trend
- Post-pandemic Condom Ads
- Brands promoting safe sex in a post-pandemic world
- Celebrating Freedom Day
- Creating timely advertising around global events
- Bold Messaging
- Using humor to tackle serious topics in advertising
Where This Applies
- Sexual Wellness
- Innovating products and services that encourage safe and satisfying sex
- Advertising
- Incorporating relevant global events into marketing campaigns for maximum impact
- Healthcare
- Partnering with brands to promote safe sex practices and create awareness
