Durex "Challenge the norms" by Havas London

Durex is rallying against repressive sexual conventions as it relaunches on Valentine's Day.

The new positioning and visual identity will see the 91-year-old brand challenge sexual taboos, stigmas and outdated attitudes in favour of more positive and inclusive ones about sex. Durex aims to normalise good sex for all, no matter what it looks like. It issued an open letter on Valentine’s Day and released ads that reveal the realities of sex, with lines such as: "We’re faking it. Two out of three of us are not fully satisfied with our sex lives."


HKX companies involved
Sexual wellbeing global category director, RB
Global brand director, sexual wellbeing, RB
Global digital brand lead, RB
RB global executive creative director and creative partner
Creative director
Managing partner
Business director
Account directors
Senior account manager
Strategy partner
Strategy director
Junior strategist
Programme director
Senior producers
Junior producer
Head of design
Senior designer
Digital design director
Integrated design director
Font design
Production company
UK media agency


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