Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu ngu-Blackandgold Shanghai

Umdwebo Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu ngu-Blackandgold Shanghai ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2022 Umklomelo Webhulonzi we-A' Design Award Esigabeni Somncintiswano se-Ukudizayina Ukupakisha.

IbhulonziUkupakisha· 2022

Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu

ngu Blackandgold Shanghai

Iklayenti: RB & Manon Business

Umnqobi we-Umklomelo Webhulonzi we-A' Design Award Esigabeni se-Ukupakisha

15,746

Umnqobi Womklomelo Oqinisekisiwe

Qinisekisa Isimo Somklomelo se-#126417

Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu

I-Durex Fun and Adventure iwuklamo lwephakheji yamakhondomu athengiswa emakethe yaseChina. Ibhokisi lenziwe ngephepha futhi ilinganiselwa ku-64 mm ngobubanzi, 37 mm ngobude bangaphakathi kanye no-125 mm ngobude. Umklamo wemidwebo ohlobene nezinzuzo zomkhiqizo umbozwe nge-spot UV. Imidwebo iphefumulelwe imidlalo ye-pixel art, okwenza ukuthi lolu hlobo lwemikhiqizo lubukeke njengezinto zomdlalo lapho zibekwe khona ehholo. Abathengi abaningi eChina bazizwa benamahloni uma bekhetha amakhondomu ezitolo. Isitayela se-pixel sichaza izinzuzo zomkhiqizo ngendlela ekhululekile, ngaphandle kwezithombe ezicacile, futhi lisiza lolu hlobo lwemikhiqizo ukuba luhluke lubonakale.

Ukuqashelwa

Mayelana ne-Umklomelo Webhulonzi we-A' Design Award

Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Durex Fun and Adventure Umsebenzi Oyinhloko Wephakheji Yekhondomu iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: 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.
Izilinganiso Nokupakisha: Width 64 mm x Depth 37 mm x Height 125 mm
Amathegi: graphic design, packaging upgrade, condom, Durex, China market
Ubuchwepheshe Bokukhiqiza: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Inselele Yokudweba: 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.
Ucwaningo: 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.
Ugqozi: 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.
Ubude Bephrojekthi: In 2019, the project started in May and the new packaging was launched to market in December.
Ukuhamba Kokusebenza: 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.
Amalungu Eqembu: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Amakhredithi Ezithombe: All photos and video credits to blackandgold Shanghai, 2021.