Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina nataon'i Blackandgold Shanghai

Ny endrika Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina nataon'i Blackandgold Shanghai dia mpandresy sarobidy amin'ny 2022 A' Design Award Varahina amin'ny Sokajin'ny Fifanintsanana Famolavolana Fonosana.

VarahinaFonosana· 2022

Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina

nataon'i Blackandgold Shanghai

Mpanjifa: RB & Manon Business

Mpandresy A' Design Award Varahina amin'ny Sokajy Fonosana

15,142

Mpandresy Loka Voamarina

Hanamarina ny Sata Loka ho an'ny #126417

Jereo ao amin'ny A' Design Award Fanambarana ho an'ny Mpanao Gazety Marika Loka

Loko

Ny Endrika

Momba ny Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina

Lahatsoratra Boky: Ny Durex Fun and Adventure dia famolavolana fonosana ho an'ny kondaomina amidy any amin'ny tsena Sinoa. Vita amin'ny taratasy ny boaty ary mizaha 64 mm ny sakany, 37 mm ny halalinany ary 125 mm ny hahavony. Ny famolavolana sary momba ny tombontsoan'ny vokatra dia miakatra "spot UV". Avy amin'ny lalao pixel art ny aingam-panahin'ny sary, ka toy ny entam-barotra momba ny lalao ilay andiam-boaty raha eo amin'ny efitrano fivarotana. Maro amin'ireo mpividy any Shina no mahatsapa henatra rehefa misafidy kondaomina ao amin'ny fivarotana. Ny endrika pixel dia manazava ny tombontsoan'ny vokatra amin'ny fomba mora, tsy misy sary miharihary, ary manampy ilay andiam-boaty hiavaka.

Ny Fankasitrahana

Momba ny A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Durex Fun and Adventure Fonction Fototra: Fonosana Kondaomina dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

Ao Ambadiky ny Endrika

Fitaovana ho an'ny Mpanao Gazety

Fankasitrahana, mpikambana ao amin'ny ekipa ary antsipiriany teknika nomen'ny mpanao endrika.

Toetra Manokana: 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.
Refy & Fonosana: Width 64 mm x Depth 37 mm x Height 125 mm
Marika: graphic design, packaging upgrade, condom, Durex, China market
Teknolojia Famokarana: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Fanamby Endrika: 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.
Fikarohana: 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.
Aingam-panahy: 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.
Faharetan'ny Tetikasa: In 2019, the project started in May and the new packaging was launched to market in December.
Fizotr'asa: 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.
Mpikambana ao amin'ny Ekipa: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Loharanon-tsary: All photos and video credits to blackandgold Shanghai, 2021.