Durex: Do Not Disturb

Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.

Campaign background

Could a digital detox save your relationship?

It's a question Durex went about answering with six real-life couples, as they headed to Sri Lanka for an idyllic holiday with a twist.

Strategy

Durex are synonymous with sex. But rather than just being about the physical aspects of a relationship, the brand wanted to associate itself with couples connecting on an emotional level.

TMW Unlimited set out looking for a behavioural obstacle to connecting with your partner that would resonate with couples across five continents.

As mobile technology plays an increasingly large and addictive role in our lives, it's...

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