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