To test the theory that an addiction to tech and smartphones is the reason sex on holidays often does not live up to couples’ expectations, Durex has launched a social experiment.
Durex invited real couples on the holiday of a lifetime as part of a filmed social experiment, devised and created by TMW Unlimited, dividing them into couples with and without tech - no phones, no tablets, no TV and no laptops.
The resulting film of the #DoNotDisturb experiment offers a fascinating look at how a digital detox can lead to holiday ‘sexpectations’ getting met. Through the film, Durex discovered whether the couples who disconnected from their phones felt more connected with one another.
The next part of the global #DoNotDisturb campaign will include TV and online ads, and social and in-store activity, also by TMW Unlimited, telling people to turn off their tech and turn on to each other.
Creative Director: George Bell, Tom Harman
Additional Credits: Group Account Director: Michael Wells
Senior Campaign Manager: James Bailey
Producer: Natalie Price
Strategic Planner: Simon Butcher
Lead Designer: Anita Leung
Executive Producer: Jeremy Groman
Director: Jeremy Groman, Marcus Liversedge
Producer: Kirsty Lane
DOP: Dave Miller
Offline Editor: Teddy Bekele
Grade: Danny Wood
Sound: Dave Williams