OUGD503 (Collaborative) - D&AD - WWF - Durex and WWF Campaigns

With the packaging complete I looked at how Durex and WWF advertise, and found that both use billboards and viral advertising quite prominently. Whilst viral advertising is suitable for a target market of 14-24 year olds, billboards aren't very targeted, and we decided that a voucher that could be used for a free WWF condom in big supermarkets would be much better, as they could be given out at schools during sex education at aged 14-16. 

Billboards

Durex

Whilst still using sexual references in their billboards, they're not explicit at all because of how large scale and public they are, and it could potentially damage the company to get in trouble about their advertising. In order to avoid using overly sexual images, the sexual implications are done through text which finds it's context through the images.

WWF

WWF billboards have a tendency to be a bit different from just a regular flat billboard and tend to have some sort of extra element to them such as changing their appearance throughout the day or being environmentally friendly themselves. This extra dimension they have helps them draw attention to themselves. 

Viral Campaigns

Durex

Due to the nature of the internet, campaigns that are intended to go viral can be a bit closer to the knuckle and more suggestive because the audience tends to be of an age that understand about sex, albeit mainly due to the internet itself. This is the sort of age range that the brief wants to target.



WWF

The below WWF viral campaign highlights innovation and shows how good ideas can spread across the internet, and not all viral adverts, videos and campaigns have to be done through sexual references.



Conclusion

Jamie is going to produce a viral advertising video similar to this PornHub one we found on the Lad Bible, a popular viral website.



I'm going to produce a voucher booklet using the same sort of design that's been used in the packaging. It makes sense doing it this way round as Jamie is much more comfortable with motion graphics than I am, and I've been leading the print design to this point, so there is little reason to change this.