Brilliant simplicity

This year there was another large increase in entrants to the Cannes Lions and the Promo Lions category in particular was up 40% to over 1,100 entrants so I was particularly interested in what made the grade. One entry in particular caught my eye (can't think why!)which made Bronze was from DDB in Auckland for Durex Perfoma.

According to their objective "Durex Performa condoms are designed to help men last longer in bed. Each condom contains benzocaine, a mild anaesthetic, allowing blokes the peace of mind that when they do go to bed with a woman, they'll last the distance. Durex wanted young New Zealand men to know about the launch of this amazing new product."

Their solution showed brilliant simplicity - they created 'Last Longer' pillowcases, emblazoned with the bare head and shoulders of a uniquely ugly woman striking a seductive pose and instructed guys to place the pillowcase over a pillow and lay it at the head of their bed prior to sex.

Have a look at this link for more details