As lockdown restrictions around the world begin to ease, a new film from sexual wellbeing brand Durex has again called on people to not go back to normal – because normal wasn’t good enough.
The film reprises Durex’s empowering manifesto – first released in a series of executions in early May – which points to ‘norms’ such as shaming women who carry condoms, men not wearing them because they don’t like the ‘feel’ and one million preventable STIs every single day. It argues that the current crisis represents a unique chance to reset what is ‘normal’ – and that nobody should want to return to a normal where we weren’t protecting ourselves and each other anyway.
The film will be promoted globally, via organic and paid social posts across the world. It launches in Italy and Greece, with Russia and the UK to follow in the coming weeks ahead of further regional executions going live in-line with the easing of local lockdown restrictions.
RB Global ECD: Elliot Harris
Copywriter: Greg Ormrod
Art director: Thomas Worthington
Account team: Stephanie Smith, Global Brand Director; Ainhoa Wadsworth, Managing Partner; Nick Boyle, Business Director; Bella Macdonald, Senior Account Manager
Agency producer (film): Adam Henderson
Strategy Partner: Chantelle Begley
Tubby Brother Films
Producer: Mark Gibbons
Director: Ben Tubby and Dan Tubby
Editor: Ben Tubby and Dan Tubby
Post-production: Time Based Arts
Producer: Mark Gibbons, Simone Grattarola
Sound Engineer: Dave Williams
Sound Producer: Ollie Usher
Soundtrack composer: Neil Myers at Music Motion Productions