In the dynamic landscape of advertising, campaigns that stand out often merge creativity with relevance, captivating audiences while delivering a powerful message. One such remarkable endeavor comes from the collaboration between Durex and FCB India, which recently unveiled its innovative campaign, “Explorers Wanted.”
This campaign, launched in May 2024, ingeniously invites couples to embark on a journey of exploration and passion, positioning themselves as ‘explorers’ in the realm of intimacy. The central metaphor of travel is cleverly utilized, urging partners to uncover ‘secret destinations’ within their sexual journey together. These destinations symbolize novel experiences and adventures, emphasizing the enriching potential of understanding each other’s desires and fantasies.
Anusheela Saha, NCD & Head of Design at FCB India, sheds light on the campaign’s inception, highlighting the fusion of visual art with an auditory experience to craft compelling storytelling. Inspired by John Mayer’s iconic song, “Your Body is a Wonderland,” the concept of ‘Body-Scapes’ emerged, illustrating the intricate landscapes of human anatomy.
Behind the scenes, market insights played a pivotal role in shaping the campaign’s creative direction. Recognizing that the primary obstacle to lube usage among the target audience was not resistance but rather a lack of consideration, the campaign sought to ignite curiosity and openness. The audience, described as open-minded and seeking variety in intimate experiences, provided fertile ground for exploration.
Creatively, the campaign evolved from a simple question: what if lubes were a passport to exploring one’s partner’s body as if they were actual destinations? This led to the mapping of erogenous zones to geographical locations, transforming familiar names into playful representations. From ‘Nape Town’ to ‘Thighland,’ each destination beckoned partners to delve deeper into their sexual fantasies.
However, the journey to launch was not without its challenges. With a significant portion of committed couples yearning for more excitement in their sex lives and low penetration of the lubes category in the market, the campaign faced an uphill battle. Moreover, the unique task of shooting body parts to resemble landscapes presented its own set of obstacles, requiring meticulous planning and execution.
Despite these hurdles, “Explorers Wanted” emerged as a bold and captivating campaign, challenging societal norms and inviting couples to embrace exploration and playfulness in their intimate relationships. By reimagining intimacy as a journey of discovery, Durex and FCB India have sparked conversations and opened doors to a world of possibility, where every touch becomes an adventure and every moment an exploration of passion.
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Group CEO, FCB Group India & South Asia: Dheeraj Sinha
Chief Executive Officer: Ashima Mehra
President: Abhinav Kaushik
National Creative Directors: Anusheela Saha
& Udayan Chakravarty
Creative Team: Avinash, Aakash, Rajani
Account Management: Tanisha Sharma, Riya Majumdar, Tanya Sahni
Strategy Team: John Thangaraj, Aniruddh
Subramanian, Vipansh Vasudeva
Brand Team: Jaiveer Duggal, Mohak Bhatia, Arth Dodeja
Production House: Chalk & Cheese
Director: Anna Joseph