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Creative Award
New York, United States
Durex - "Durexperiment Fundawear" by ANDY Awards 2014

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TitleDurexperiment Fundawear
Agency
Campaign Durexperiment Fundawear
Advertiser Reckitt Benckiser
Brand Durex
PostedJune 2013
Business Sector Contraceptives & Pregnancy Tests
Media Type Case Study
Length
AI Description The Durexperiment Fundawear advertisement showcases a groundbreaking idea from Durex, focusing on the concept of 'touch over the internet.' It highlights the innovative approach of using wearable technology to bridge physical gaps in long-distance relationships. Through a series of engaging visuals and interviews, the ad features a couple testing the product, revealing their reactions as they engage with it via smartphones. The wearable garments, enhanced with miniature actuators and sensors, mimic the sensation of touch, allowing remote partners to connect intimately via an app that communicates through cloud servers. The advertisement strategically blends direct communication with shots of the product development process, featuring prototypes and discussions with the tech director and designers. Its modern, technology-driven aesthetic is reinforced by the use of a bright blue theme throughout the ad, emphasizing freshness and innovation. The tagline suggests that these pioneering garments are being developed for mass production, promising a novel experience for consumers.
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