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.
Title: Let’s Not Go Back to Normal
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
Stephanie Smith, Global Brand Director
Ainhoa Wadsworth, Managing Partner
Nick Boyle, Business Director
Bella Macdonald, Senior Account Manager
Chantelle Begley, Strategy Partner
Toby Horrocks, Senior Producer
Lorenzo Fruzza, Head of Design
Luke Remon, Designer