Durex new | Priyanka Khurana Des

DUREX x

TATE museums

THE DESIGN BRIDGE

DOG'S BOLLOCKS STUDENT AWARDS 2020

in collaboration with

THE GUARDIAN

DESIGN THE DECADE WE DESERVE

Anchor 1

the CHALLENGE

The brief set by Design Bridge asked to choose a headline or news story from The Guardian’s 1st January 2020 edition – either digital or print- and to harness the power of a global brand in partnership, to deliver a creative response that will prompt real, tangible action. This was an opportunity to turn a headline into a positive change.

DB_StudentAwards_202_Guardian_lead (1).j

the ARTICLE CHOSEN:

Man Charged with Damage to £20m Picasso at Tate Modern

the BRAND CHOSEN:

Durex

the BIG IDEA:

The painting at Tate Modern was torn despite the fact that rules exist in museums and galleries to not touch paintings. The Big Idea is to draw a parallel between following rules in museums, and the rules concerning sex in real life, urging people not to “touch (paintings/people) without consent”.

This can be used to create a campaign that pushes two social messages at once, by using packaging, PR, advertisements etc, under a brand partnership between Durex and Tate.

IDEATION and CONCEPTION

Since the Picasso painting at Tate was torn, the idea was conceived by trying to make the tear a part of the painting itself.

This led to experiments with tearable packaging like Juice boxes, Crisps packets, Mayo and Ketchup sachets, until finally Durex Condoms was settled on, and a parallel was drawn, coining the driving phrase "Do not Touch Without Consent"

the DESIGN OUTPUTS

The design solution is an integrated campaign that includes packaging, posters, PR stunts and exhibition opportunities, installations and social media solutions in partnership between Durex and Tate modern.

Durex limited edition condoms incorporate popular artwork and cultural iconography into the packaging with underlying sexual or romantic themes.