Mumbrella Google Hangout with Havas’s Steve Coll and Alex Carr

Mumbrella held a Google Hangout with Havas Worldwide Australia’s executive creative director Steve Coll and Sydney managing director Alex Carr.

The duo discussed the strategy behind their YouTube campaign for Durex’s vibrating underwear, aka Fundawear, which has now received more than 2.7 million views in less than a week.

Coll is a former creative group head at AMV BBDO in London and Leo Burnett Sydney. He has also been recognised for his campaign for Walkers Crisps which won multiple awards at Cannes, including the inaugural Cannes Grand Prix for Creative Effectiveness in 2011.

At a press briefing Coll said this campaign was significant because it brought together traditional creative, with technology, social media and public relations. “The challenge we were given was to reposition Durex as an innovative brand and one that will appeal to the 18-22 market and we came up with a brand idea called ‘Durexperiment’,” said Coll.

“This is a campaign that will largely take place on Facebook and which will largely encourage people to be adventurous and find out how great sex can be.”

The technology behind ‘fundawear’, which has seen the company create ten prototype sets of the garments allows couples to use a mobile app to activate sensors on the underwear which simulate human touch.


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