LOVE DEALERS

It’s a basic human instinct: forbidden things are more attractive, especially for young people. That’s why Durex presents Love Dealers, a project which makes the use of condom cool by forbidding it. Playing with stereotypes, Love Dealers speak to new generations, showing them how to carry a condom can sound extremely fancy. Thanks to a mysterious flyposting campaign, Durex wants to engage with its target in a particular “dealers hunt” all over the streets and with a special song post-event.