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 whisked six real couples away to a luxury Sri Lankan holiday resort and asked half of them to hand over their phones. We then filmed them for a week using a mix of hidden cameras, drones and shooting crews. The resulting film of the experiment struck a cord with couples the world over and ended up being watched over 24 million times. 

As part of the same campaign, we also created a 30" edit for TV plus web/ social content. 

THE RESULTS

25 million views

#1 in AdAge's Viral Video Chart (beating PepsiMAX, Wendy's & General Mills)

International editorial coverage (inc. Huffington Post and Marie Claire)

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