Durex - Typography

Strapline concept: In order to be able to get the full idea behind the concept across to the audience, we decided to come up with a strapline which could be used throughout the campaign itself. We decided to focus on the idea around making 16 to 24-year-olds carrying a condom the normal. This is the initial reasoning behind the entire brief. Therefore, we decided on ‘However you’re doing it, do it with Durex’ due to the nature of the text itself in the context it is put in it does not technically have a sexual nature, yet it is implied. Thus, allowing the advert to not have accrued nature about it. The strapline is representative of the campaign idea itself as it tells you about many people's different awkward sexual experiences, the key concept behind all of which is no matter what happens always make sure that you are either using or have a condom on you.

Figure 1

Figure 2

When coming up with the initial visual ideas for this project both Ali and I fought the best representative of the text that will be used on the animation would be through a hand-drawn typeface such as the one shown within figure 1 and figure 2. Although, through feedback, we learned that people felt this gave it too much of a childlike visual when mixed against the animation style itself rather than being complimentary. Due to the nature of the actual concept being around an animated style stronger bolder type is needed to be able to make the information the campaign is giving clear and brought to the forefront of the campaign itself amongst the movement of the animation. The best way to do this is by using a strong bold sans serif typeface in large sizes and contrasting colours. Though the use of contrasting colours it still allows for the bright bold fun style which the animation clearly represents, such as the one seen below in trial 2.

Trial 1

Trial 2