Durex - Evaluation

Overall, I believe the brief was met, in terms of creating a campaign that raised awareness to be able to make carrying a condom for 16 to 24-year-olds a norm of every day, in terms of creating a campaign that relates to visual trends within that demographic, and allows for a tone of voice on a level understanding representing different ages within the key demographic.

The animation does this by providing a story taken from the age group itself, and edited with an away that allows for a relaxed conversational tone to which the audience can relate their own sexual experiences to, behind each of the animations/storyboards there is a link back to the way in which even though sex may not go to the exact way it was expected to, carrying a condom on the safety of the right to protect themselves is always key to the characters within the storylines.

The theme itself also helps Durex be the challenger of sexual conventions, looking at the different situations in which highlighted within the storylines, a variety of situations and levels of sexual experience a reference to allowing for a larger representative of the demographic itself, not focusing on any gender or age stereotypes.

It also represents the way in which Durex stands for real sex, no filters, no film sets, no faking, sex is open, honest, and fun. The stories were inspired by real stories with no filters, no faking, just honest stories and situations which people had found themselves in due to ensuring they use a condom. Highlighting the fact that no matter what happens your sexual safety is key.

Each of the elements was designed to the high specification, and also barriers such as time constraints and unforeseen circumstances were dealt with in a way that still provided the team to create a polished and finished outcome which was representative of the concept to the highest standard. The communications between animator and designer were consistent in each of the decisions was referenced between each other, to ensure that visual clarity and concept coherence was carried out throughout each decision.

If I was to go back and improve this brief would continue on the development of the animations themselves of each of the other storylines, allowing for the complete concept to come together as a whole campaign.