Durex, a worldwide leader which relies first of all on the quality of its products and its capability to innovate… sometimes, however, to the detriment of building an emotional link with the public.Within the context of a European study to increase its knowledge on sexual well being, the brand has launched an unprecedented research-observatory aiming to recruit 20000 testers of condoms in France. The opportunity for Durex was, therefore, to capitalize on this research to throw the bases of a close relationship between the brand and its public.The strategy of the agency was therefore to translate the recruitment logic into the world of the target (the young people) by offering them a little peculiar "job", and in that way to direct the consumers who had the potential to be part of this study.