This project was awarded with Bronze at Webstock 2020, in the Best Experiential Campaign category.
Untold is the biggest festival in Romania. Hundreds of thousands of people, Romanians and foreigners, come in Romania every year to enjoy Untold, to have fun and build memorable experiences.
How can Durex succeed to talk to the consumers about safety and protection in a context like festivals, that favors the exact opposite behavior due to their nature?
We wanted people to hear our message about protection even in such a nonconformist context like festivals. So we made it big! We built The Durex G-Spot Tower, an actual climbable tower and we showed contextual messages related to safety on the big lateral screens attached to it. So we talked to people in a fun, relaxed way, relevant in the given context.