Awareness is critical in the condom category. Aussies spend 3 seconds choosing a condom, and it’s a hasty, embarrassed purchase. Our brief was to raise awareness of Durex and make buyers think of Durex first. Drawing inspiration from the brand’s existing innovative products we saw an opportunity to increase awareness. We decided to create a game-changing innovation of our own. Fundawear is touch over the internet. It employs a bespoke smartphone app that wirelessly connects to smart underwear and, via the Internet, to a partner in real-time allowing you to touch them anywhere in the world.
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