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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 beginning to take its toll on relationships around the globe.

Working with Centre for Sexual Dissidence at the University of Sussex, TMW Unlimited sourced academic reports suggesting that couples spend more time per day looking at their phone screen than at each other.

This insight into modern relationships was a truly universal one.