Branded Entertainment

DUREX : DO NOT DISTURB

Durex wants holidaying couples to turn off their phones.

THE BRIEF

Durex wanted to see what effect an enforced 'digital detox' would have on holidaying couples' sex lives.


THE WORK

We cast six real life couples - all English-speaking; all of different nationalities - and whisked them away to a luxury holiday resort. Once there, we confiscated three couples' phones and tablets. We then filmed all of them for a week (using a mix of hidden cameras, drones and shooting crews) to see what effect, if any, the absence of tech devices would have on their holiday. 

The resulting film, edited from 1000's of hours of footage, struck a chord with couples the world over and ended up being watched more than 24 million times on YouTube alone. 

The campaign also involved a 30" edit for TV plus web/ social content. 

THE RESULTS

24m+ views on YouTube alone

International press and editorial totalling 1.3bn+ PR impressions

Search traffic for “digital detox holidays” up by 40% vs. preceding month


AWARDS

Gold: Best Use of Online Video - Digital Impact Awards 2017

Gold: Healthcare and Pharmaceuticals - Digital Impact Awards 2017

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