DUREX D&AD AWARDS BRIEF
Branding Project
Photographic Series
130x185 cm
A competition brief I undertook for the DUREX brand. It features a merging of photography and digital typography. Its purpose was to increase the sales of their condom lines of products and to inform a younger audience of the risks of sexually transmitted diseases.
INTRODUCTION
This was the project I developed for the D&AD new blood awards and the first piece of work I developed for a competition. For this task, we were given a number of different briefs from pre-selected clients, such as Durex, Heinz, Monotype, and NIKE, and were told to select one which we found the most interesting. We then had full creative liberty for creating a final outcome which we had to submit to the competition. I decided to create a project for Durex. In this case, the company asked for a series of works that would be used for advertising and information purposes.
PURPOSE OF THE TASK
As the task stated, in recent years, there has been a rapid increase in the cases of sexually transmitted diseases within the younger couples. This is because they don't receive sufficient information about the tools at their disposal for preventing the transmission of diseases. So this advertising project had a double purpose. Firstly, to inform an audience of people ranging from 16 to 24 years old, who are relatively inexperienced with sexual intercourse and its risks. Secondly, to present the line of Durex's condom line as the solution to this issue.
RESEARCH PERIOD
During the research and experimentation period, I tried a variety of techniques and tools which I never experimented on a wide level, such as screen printing and 3d digital modeling. However, for the final outcome, I decided to proceed with live photography and the use of digital text. The reasons I chose to create a photographic series are because Durex has always used digital, only with hints of photography. This gave me the possibility to explore the theme with a different method than what the Durex audience was used to.
PHOTOGRAPHY PROCESS
The photography process began with me photographing outdoor objects which would recall to Durex condom product line. However, after various trials, I switched from outside to inside photography. The reason for this is because inside object photography allowed me for the increased control of specific components such as lighting, saturation, and colored backgrounds. As for the objects I chose just like the outside photos, I selected those that felt unique and recognizable, and properly fit with the theme of sexual innuendos. For the final step, I developed catchphrases that had to be concise, had to highlight the joke within the image, and most importantly, aesthetically didn't take away from the picture. Therefore, they are all composed of less than six words, as well as being written in bright colors which contrasted with the background.
CONCLUSION
In conclusion, while this was the first project I ever developed for the purpose of a competition, in the end, I was extremely satisfied with the result, because of how effectively the intended message was delivered, despite my inexperience with photography.
