This was a fun one.
Context:
We all know Durex, what it does, and what we use it for. But what many people don't know is how to market it in a region that doesn't allow for any 'explicit' content whatsoever.
What I did:
Took a different approach.
As Associate Creative Director and lead copywriter for this account, I tapped into relevant moments and occasions and sold sex the only way I know how... With humor.
The Result:
We tripled the follower count, went viral several times, and just generally created likable, shareable content that people loved.
Also, I have to give a big shoutout to the Arabic copy team that took it a step further with language and local insights.
