Advertising / Social When everyday essentials like toilet paper and homemade sourdough suddenly became a luxury, it was clear the world had flipped on its head. Lockdown rewired routines, relationships, and intimacy itself. For Durex, this created a new kind of problem to solve: How do we stay culturally relevant with a generation confined to their bedrooms, endlessly scrolling through an oversaturated digital feed, and navigating a reality where physical connection, and sex, had declined?
The only way forward was honesty. We leaned into a conversation Gen-Zs was already having, about isolation, anxiety, shifting relationships and a culture on pause. By tapping into the real moments shaping their lives, we created social content that didn't talk at them, but spoke with them. Content that was culturally fluent, self-aware, and as awake to the moment as the generation we were trying to connect with.
