The Durex brief presented a brand challenge of normalising the use and carrying of condoms specifically in customers aged 16-24. The key insight we found was that people shied away from using condoms because of the fear of judgement. That insight inspired us to create a campaign that would target people’s preconceptions of carrying and using a condom. our concept “Free The Condom” stemmed from the fact that condoms have been “trapped” in a place of negativity and stigma and this concept aims to tackle those issues. The idea was to create an alter ego of the condom, one who was tired of being hidden away and ostracised. The aim of the campaign was to free the condom and give him a voice that matters, that people would listen to.