Durex: Let's Not Go Back to Normal by Havas London

Client: Durex
Date: May 2020
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As countries outline plans to ease lockdown restrictions and people look toward some semblance of normality, the brand is encouraging people NOT to go back to normal – because normal wasn’t good enough.

Pointing to ‘norms’ such as shaming women who carry condoms and men not wearing them because they don’t like the ‘feel’, Durex argues that the current crisis represents a unique chance to reset what ‘normal’ looks like. The campaign, from Durex global creative agency Havas London, centres around an empowering manifesto (below and attached), which will be delivered across owned channels and social, as well as further executions over the coming weeks.

It comes the same week that the president of the British Association for Sexual Health and HIV claimed lockdown is a ‘once in a lifetime’ chance to drive down sexually transmitted infections permanently.

Credits

Title: Let’s Not Go Back to Normal

Brand: Durex

Client:

Ben Wilson, Global Category Director, Sexual Wellbeing, RB

Shane Kerr, Global Brand Director, Sexual Wellbeing, RB

Creative agency: Havas London

RB Global ECD / Creative Partner: Elliot Harris

Creatives:

Greg Ormrod

Thomas Worthington

Account team:

Stephanie Smith, Global Brand Director

Ainhoa Wadsworth, Managing Partner

Nick Boyle, Business Director

Bella Macdonald, Senior Account Manager

Strategy team:

Chantelle Begley, Strategy Partner

Agency producers:

Toby Horrocks, Senior Producer

Design:

Lorenzo Fruzza, Head of Design

Luke Remon, Designer

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