The unequal dinner - Durex
The pleasure gap is a global issue. Where 95% of men feel satisfied with sex. but only 11% of women do. This disparity is hardly talked about in Southeast Asia. where traditional and religious values make topics like sex and pleasure taboo. In some countries. words like 'pleasure' are even banned.
How do we get people to talk about an untalkable issue? By using a language that gets everyone in Asia really... excited. Food. The Unequal Dinner turned the tables on sexual pleasure by putting men in women's shoes. We invited couples to a world-class dinner with a twist: where men didn't get the top service. only the women did. By gathering data from women across the region. we designed every part of the dinner as metaphors to reflect their experience before. during and after sex. What was meant to be a full-course meal for both, became a lesson on inequality in the bedroom.
The campaign also went on to become the most successful launch in Durex Southeast Asia’s history.
Award
Spikes / Health / Bronze
