Durex Initial Ideas

After researching in to the reasons why young people don't wear condoms i began generating more thought out concepts for the campaign.
Initially i had the idea of creating a series of four illustrations inspired by the colours and characteristics of the most popular Durex condoms, such as depicting an exciting narrative using elements of dots and orange to reflect the characteristics of the Durex 'excite me' range which features orange packaging with dots on it.

I then thought of the idea of creating a series of illustrations (as the brief asks for a visual solution) showing different coupes of all races, genders and sexual orientations in bed together, as durex has said that they do not judge and believe that all people should have the sex they want and deserve (see below for initial design)

the illustration on the right shows the inital design for the above concept, although this is just an initial idea some elements do work, such as the use of bold block colours, although i felt as if this idea was lacking the criteria set out in the brief, as the beif states that the campaign should encourage young people to make carrying and wearing condoms a part of normal everyday life.

i then began to experiment with the idea of communicating the criteria set out in the brief of making carrying and using condoms the norm, to do this i thought that it would be an appropriate idea to show condoms being bought/carried in everyday scenes and scenarios that are familiar to the 16-24 year old audience.

I began designing with this concept in mind by showing a woman buying condoms along with other daily essentials such as milk and bread, in the setting of a shop; a place where the target audience will often visit. I felt as if this idea was getting closer to meeting the criteria of the brief, more so than the bedroom setting illustration, however i felt as if it didn't yet communicate the diverse range o people and couples who use condoms.

I then began experimenting with depicting more people and couples in the illustration to reach the wide target audience, (as seen above) again using the setting of an everyday routine type location (a train, or tram or tube). within the illustration i've used the shape and details of condoms within the illustration such as the circles on the males jumper or the trousers textures of the couples mimicking the ribbed texture of some of Durexs' most popular condoms. Condoms can also be seen in the woman's handbag within the illustration; communicating the idea of condoms being something that young people carry about with them on a daily basis. The concept behind this piece felt as if it was defiantly meeting a lot more of the criteria set out in the brief.

Whilst trying to develop the above concept i came up with the idea of rather creating a series of posters that it might be more effective to create one large piece as this would give-me the opportunity to communicate all aspects of the brief within once piece. Below i have sketched out the idea for this piece.



The above idea is to create a long illustration piece (126cm x 29.7cm) which shows a line of people queuing up for a cash machine, or a train or in a line for a coffee shop; everyday, normal locations. Within the piece different people and couples (different races, genders and sexual orientations) will be seen carrying condoms in bags and pockets similar to the above piece, with their clothing showing elements of the shape and size and overall look of condoms. I think this piece will work well in communicating the idea that condoms are something that should be part of your daily routine and something that should be carried around, i also believe that through the clothing, body language and interactions that i intend to depict within the illustration i will be able to communicate the idea that Durex don't judge and that they are the challengers of sexual conventions. I believe i could achieve this by certain accessories or clothing the people will be wearing.

In order to determine the most appropriate location for the illustration to be set in, i asked several classmates and university students (all within the target audience age range) where they would consider a normal place for young people to hang out,  a few people said at university, or in a park in summer, however most people said the pub or a club. I feel like this would be a good location to base the piece in as its a casual place where friends and people often go for dates or to talk, and so it feels like a good location for discussion about sex to take place. Of course the illustrations of the people are th main focus of the illustration, however the background location is still important as it ties the whole piece together and gives it more context.