Durex Turn Off to Turn On for Earth Hour

Durex issued a global wake up call to couples this year with #TurnOffToTurnOn, an integrated advertising campaign released in association with WWF’s Earth Hour 2014. An online commercial shows couples whose relationships are diminished by technological addiction. Turning off the lights, as well as hand held devices, is shown as the first step towards social and sexual interaction. The Durex Facebook page continues the campaign with a range of visual messages. “Escape the screen to embrace the dark. See less to feel more.”

Durex Earth Hour

Ukonwa Ojo, global marketing manager for Durex, explains the thinking behind the campaign. “Durex believes nothing should get in the way of great sex but our growing obsession with phones, laptops, TVs and Tablets isn’t bringing us closer together, it’s pushing us apart. So for us working with Earth Hour is a perfect campaign fit to get across that message, let’s all turn off to turn on.”

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Durex Earth Hour

Credits

The #TurnOffToTurnOn campaign was developed at TMW by chief creative officer Gareth Jones, associate creative directors Tom Harman and George Bell, art director Marcus Aitman, copywriter Laura Parker, designer Bea Maggipinto, creative art worker Gavin Day, planner Mike Phillips, senior account director Michael Wells, project managers Marlen Lutter and Jonny Hough, community managers Sophie Mindell and Caroline O’Donoghue, and agency producer Millie Graham-Campbell.

Filming was shot by director Charlie P (Charlie Phillips) via Mind’s Eye Media with producer Max Yeoman. Post production was done at Gramercy Park Studios.

Music is “I can’t help myself” by Fiona O’Kane of Belfast band Runaway Go.

  • http://www.tangiblesydney.com.au Ghodson

    Awesome idea. Interesting how durex are utilising a digital medium, and at he same time telling people to turn off. I love the thinking behind this concept. Would love to know what kind of traction the campaign hashtag got.