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Firstname/Profession
Rebecca
Copywriter
4-8 years Experience
Auckland
1263

Represented: 17/04/23

Durex - "I am entitled"

About Project

I was a concept creative and copywriter on this brief. The brief was to get Gen Z to start carrying condoms everywhere they go and to start seeing them as relevant again as research had shown a decline in condom use. We flipped entitlement on its head to use it as a positive transformational statement when it comes to self expression and self assurance around carrying and using a condom.


Industries

Health & Wellbeing


Specialties

Concepting, Copywriting, Ideation


Client

Durex

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Creative. Digital. Marketing. Recruitment.