Durex Australia has launched a campaign for what it calls the ‘future of foreplay’ with the company to release what it call ‘fundawear’ or fun underwear.
The campaign, created by Havas Worldwide Australia, is designed around the idea of allowing ‘touch to be transferred on the internet’.
A Youtube video of Australian couple “Nick and Dani” using the underwear has already garnered 70,000 views in just two days.
The campaign from the leading condom manufacturer Durex is built around the idea of ‘connecting when you’re apart’ and allows couples to use a mobile app to activate sensors on the underwear which simulate human touch.
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Britain’s Daily Telegraph quotes Ben Moir, technical director of the project, who said: “After the laughter had stopped, we knew it was going to be an awesome project.”
“People will want this,” he added.
Durex is offering the chance for people to get their own ‘fundawear’ through its Facebook page.
Havas WW Australia Team:
Steve Coll, Executive Creative Director
Jack Nunn, Copywriter
Jay Morgan, Digital Creative Director
William Brown, Digital Art Director
Manuella Perche, Brand strategist/Group Account Director
Nicole Dongara, Brand strategist/Senior Account Manager
Chris Johnson, Creative Group Head
Warrick Nicholson, Creative Services Director
Jeronimo De Leon, Digital Project Director
Ros Payne, Senior TV Producer
Darren Cole, Head of Design
Nic Adamovich, Designer
Client and Brand:
Durex
Christopher Tedesco, Marketing director
Alix Russell, Category Manager
Kelly Benton, Brand Manager
Partners:
Billie Whitehouse, Designer
Ben Moir, Tech Director – Snepo Technologies
Nick Hayden, Director – Finch
Debbie Cockle – Momentum
Kim McKay, Director – Klick
Margarita Peker, Community Manager – Klick
Zenith Optimedia
Frank PR
Nic Christensen
