Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav los ntawm Blackandgold Shanghai

Qhov qauv tsim Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav los ntawm Blackandgold Shanghai yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Tooj hauv Pawg Sib Tw Tsim Ntim Khoom.

ToojNtim Khoom· 2022

Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav

los ntawm Blackandgold Shanghai

Tus Neeg Siv: RB & Manon Business

Tus Yeej A' Design Award Tooj hauv Pawg Ntim Khoom

15,746

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #126417

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav

Durex Fun and Adventure yog qhov tsim qauv rau lub hnab ntim uas muag rau cov kaus thawv iav (condom) hauv Tsuas teb chaws Suav. Lub thawv yog ua ntawm ntawv nyeem, muaj qhov dav 64 mm, tob 37 mm thiab siab 125 mm. Cov duab tsim qauv qhia txog qhov zoo ntawm khoom siv raug pleev nrog spot UV kom ci ntsa iab. Cov duab yog nqis los ntawm cov kev ua si "pixel art", yog li cov khoom no zoo li khoom muag rau kev ua si nyob saum txee muag khoom. Ntau tus neeg yuav khoom hauv Tsuas ntxhov siab thaum xaiv kaus thawv iav hauv tej khw. Qauv duab "pixel" piav qhia txog qhov zoo ntawm khoom siv nyob rau txoj kev yooj yim, tsis muaj duab qhia meej ntxaws, thiab pab kom cov khoom no sib txawv thiab pom tseeb ntawm lwm cov.

Qhov Lees Paub

Txog A' Design Award Tooj

Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Durex Fun and Adventure Lub Hnab Ntim Kaus Thawv Iav ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: Width 64 mm x Depth 37 mm x Height 125 mm
Cov Ntsiab Lus: graphic design, packaging upgrade, condom, Durex, China market
Thev Naus Laus Zis Tsim Khoom: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: In 2019, the project started in May and the new packaging was launched to market in December.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Kev Qhuas Duab: All photos and video credits to blackandgold Shanghai, 2021.