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Durex

Histoire de se faire plaisir

Agency: Dentsu Creative France

Case study

Description

The campaign, "Histoire de se faire Plaisir" is a first of its kind: an interactive, customizable erotic audio experience focused on preventative advertising for lubricant — a product often misunderstood or stigmatized.

The campaign is designed as a unique, hands-free erotic audio book, coupled with a lubricant tutorial. Created in partnership with sex-positive influencer MerciBeauCul, the campaign consists of over thirty stories, written and narrated by MerciBeauCul. They are customizable thanks to the voice activation of a device's microphone, including the choosing of safe words, user's gender, soft or intense sex, number of partners, gender of partners, and use of sex toys.



The experience can be tailored according to 24 sexual preferences (various sexual tastes, orientations, and knowledge levels…), providing 108 possible scenarios and 14 hours of total play-time.

Users can access this by scanning a QR code on a sample packet, allowing them to replay the stories and explore their pleasure along with different ways of using lubricant.

The initiative supports the right to pleasure oneself.

This NSFW professional campaign titled 'Histoire de se faire plaisir' was published in France in November, 2022. It was created for the brand: Durex, by ad agency: Dentsu Creative France. This Audio, Digital, and Experiential media campaign is related to the Other industry and contains 1 media asset. It was submitted 3 months ago by Dentsu Creative France.

Credits

CEO: Cecile Bitoun
General Manager: Nathaël Duboc
Chief Strategy Officer: Benoît Bertrand
Head of Production: Anthony Raton
Creative Director: Emmanuel Bougneres
Copywriter: Carry Tang
Art Director: Aleksandr Bobrov
Art Director: Sebastien Cuypers
Strategist: Marion Mondoloni
Strategist: Samuel Pain
Production project manager: Lou-Annah Bianchi
Influence consultant: Raphaëlle Alexandre

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