Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom nke Blackandgold Shanghai

Ihe emepụtara bụ Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom nke Blackandgold Shanghai bụ onye meriri a na-asọpụrụ nke ukwuu nke 2022 Ihe Nrite A' Design Award nke Bronz na Udi Asọmpi Nhazi Ngwungwu.

BronzNgwungwu· 2022

Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom

nke Blackandgold Shanghai

Onye Ahịa: RB & Manon Business

Onye Meriri Ihe Nrite A' Design Award nke Bronz na Udi Ngwungwu

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Onye Meriri Onyinye A Kwadoro

Nyochaa Ọnọdụ Onyinye maka #126417

Lee na A' Design Award Akụkọ Mgbasa Ozi Akara Onyinye

Agba

Nhazi a

Maka Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom

Ederede Akwụkwọ: Durex Fun and Adventure bụ nhazi ngwugwu maka kondom nke a na-ere n'ahịa ndị China. A na-eji akwụkwọ mee igbe ahụ, ọ dịkwa 64 mm n'obosara, 37 mm n'omimi, na 125 mm n'ịdị elu. E ji spot UV techie eserese egosipụta uru ngwaahịa ahụ. Eserese ndị a sitere n'echiche egwuregwu pixel art, nke mere ka ụdị ngwaahịa a dịrị ka ngwa egwuregwu n'elu shelf. Ọtụtụ ndị na-azụ ahịa na China na-enwe ihere mgbe ha na-ahọrọ kondom n'ụlọ ahịa. Ụdị pixel a na-akọwa uru ngwaahịa ahụ n'ụzọ dị mfe, na-enweghị onyonyo doro anya, na-enyekwa aka mee ka ụdị ngwaahịa a pụta ìhè n'etiti ndị ọzọ.

Nkwanye Ugwu

Maka Ihe Nrite A' Design Award nke Bronz

Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Durex Fun and Adventure Ọrụ Bụ Isi: Ngwugwu Kondom na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

N'azụ Nhazi a

Ngwugwu Mgbasa Ozi

Nkwurịta okwu, ndị otu na nkọwa teknụzụ nke onye nhazi nyere.

Àgwà Pụrụ Iche: Durex's new brand idea "Good Sex, Liberated" guides consumers to conquer existing barriers to love. As an introverted nation, Chinese consumers may feel embarrassed when buying condoms in offline channels. When displayed on shelf, the new Durex Fun and Adventure looks like a range of game merchandise that can avoid the purchase embarrassment and distinguish itself from competitors and draw consumers' attention.
Nha & Mkpuchi: Width 64 mm x Depth 37 mm x Height 125 mm
Mkpado: graphic design, packaging upgrade, condom, Durex, China market
Teknụzụ Mmepụta: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Ịma Aka Imepụta: Our goal is to modernize the existing packaging and the main challenge is how packaging can avoid the embarrassment during purchase and explain the product benefits in a fun and distinct way to attract young consumer without being too explicit, i.e. showing a condom on packaging.
Nchọpụta: Durex is the world leading condom brand, but it faces fierce competition in China. Starting from consumers, we got the insights from client brief and research report that consumers may feel embarrassed when buying condoms, especially in offline channel. Then, we did the desk research to understand the competitors, and figured out the condom packaging trend in China. We proposed creative direction by combining consumer insight and product benefits during brainstorming.
Mkpali: The new packaging is inspired by Pixel Art Game. Given that the majority of Chinese condoms buyers are male who are familiar with video games, a range of pixelated game theme packaging can generate resonance with them and avoid the purchase embarrassment. Besides, the pixel art game is strongly associated with novel and fun experience which is the one Durex tries to offer to consumers.
Oge Ọrụ: In 2019, the project started in May and the new packaging was launched to market in December.
Usoro Ọrụ: The pixelated style makes this product range look like game merchandise, which can stand out among the condom shelf. Compared with the leading textured condom brand, the new packaging explains the product benefit in a fun way and won't let consumers feel embarrassed when they are selecting products in front of shelf.
Ndị Otu: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Asụsụ Foto: All photos and video credits to blackandgold Shanghai, 2021.