Durex
Streetwear
The greatest barrier to sexual health isn’t access, it’s the lingering social stigma of the checkout counter. By hijacking Gen Z’s streetwear obsession, we moved Durex beyond the bedroom and designed a limited-edition streetwear drop that translated the brand’s cheeky tone into wearable culture.
From “Safe Tee First” shirts to “Wrap That Head” bucket hats, we turned the logo into a symbol of pride rather than a secret. The limited-edition streetwear capsule didn’t just embrace Gen Z aesthetics; it reclaimed the narrative around protection.
Utilizing an April Fool’s Day launch window, we manipulated the news cycle to generate two distinct waves of coverage. By the time the media realized the prank was real, the conversation had shifted from “why” to "where can I get it?”
PR Awards 2023: Gold in Most Creative PR Stunt
PRCA Awards 2023: Consumer Award – Low Budget
Apart from becoming highly sought after in Singapore and Malaysia, the collection also earned 32 pieces of coverage, with 88% stand-alone Durex pieces in Tier 1 titles including CNA, Mothership, SGAG, Zula and AsiaOne – some of which have never featured Durex before.
We hit an earned reach of over 38 million, and our social post about the launch had an engagement rate of 11.6%, exceeding the average by 83%.
Client:
Durex
Role:
Creative Director
Agency:
AKA Asia