Product development for the brief set by Durex for the D&AD New Blood Awards 2024.

Challenge: develop an innovative service, product, or campaign that solves your chosen barrier to sexual freedom.

The Idea: The conversation about intimacy within the older demographic has been shut down. The lack of representation in branding is a large factor that we believe, if expanded, could push society to be more open about the conversation. With this new product line, Durex will show that the freedom to be your true sexual self is possible even as you age. Just Like Wine is a product campaign that celebrates an older demographic through a line of unique sex toys all with a special theme: wine. Why wine? Because Durex knows that just like wine, you age better with time.