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.

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.

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

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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 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.

A pop-up exhibition and auction event set up at Tate in partnership with Durex presenting 

collectible latex condoms printed with 

famous art visuals, paintings and iconography.

DUREX POSE POINT

Immersive installation at Tate Museums to encourage interactive photography and discourage over-familiarity with

the original artworks.

DO NOT

TOUCH WITHOUT

CONSENT

#FollowTheRules