BRAND: Durex

BRIEF: Create a series of 3 posters for Durex condoms. You will use either photography with no words, or create entirely typographic design, playing with words.

CREATIVE RATIONALE: Upon delving into an analysis of the Durex condoms brand and its advertising campaigns, I discerned a noticeable gap in the way other designers approached their ads. Seeking to infuse a touch of whimsy into my execution, I set my sights on capturing the essence of South African humour. Recognizing the unique propensity of South Africans to seamlessly integrate sounds with words, particularly through exclamations, I embarked on an experimental journey. I aimed to harness the local vernacular of expressing shock or surprise and weave it into the fabric of the campaign, creating a vibrant and relatable narrative for the South African market.

ART DIRECTOR: Axolile Onke Siwundla