Extend the moment.
Embrace the bliss.
The “Extend the moment” campaign challenges gender norms through selling condoms to women between the ages of 18-35. I created a variety of advertising assets including a video spot, social media posts, outdoor display ads, and wrote the corresponding copy. The goal of the campaign is to empower and celebrate women's sexual health by redefining perceptions, breaking down barriers, and promoting the use of Durex long-lasting condoms for enhanced pleasure and safety.
Campaign statement
It’s time to embrace confidence, choice, and pleasure. “Extend the moment” is redefining what it means to take control of women’s sexual wellness. It’s a movement that breaks down barriers, challenges taboos, and embraces female empowerment. Because sexual wellness is nothing to be ashamed of—it's something to be celebrated.
Condoms should not only prioritize women’s safety, but they should also enhance a woman’s experience. Durex designed condoms to prolong a session for longer-lasting pleasure because women want satisfying, enjoyable sex. Let's revolutionize the way the world views sexual wellness, and give women the bliss they deserve.
Durex and Duracell
A feature of the campaign involves a collaboration between Durex and Duracell. The goal of this collaboration is to help break the stigma around women purchasing condoms and make them feel more comfortable buying Durex in public settings. Both of these products emphasize durability and long-lasting performance so the campaign not only highlights the quality of Durex, but it works to break down social barriers.
