Sophia Lee - Art DirectorUnclasp Me
Durex | 2024
Performance anxiety is real.
With Unclasp Me, Durex transformed the bra-clasp struggle into playful confidence.
Condom packagesWhen you sell over half a billion condoms a year, how do you turn the package into more than just protection? By adding bra hook openings, we made it a playful training tool.
OOHTo ensure participation went beyond the bedroom, we launched interactive billboards in key cities, turning practice into engagement and curiosity into purchase.
Tinder collabWe then asked: how can this idea live on the world’s biggest dating app? By partnering with Tinder, we swapped the swipe for a bra-unclasp pinch, with matches unlocking free condoms
h