The relief of the ground is like the product feature (ribs and knobs) so we drew around this relief the shape of the Durex condoms. Graffiti is considered more of an urban art. For Durex, we use this form of communication to reinforce the image of the new product, giving this product, generally associated with AIDS, a new life, and a new perception of rebellion. This is also what gives to this campaign this viral effect.

This campaign was a success within our target group, who’ve drawn themselves these shapes on some other places. They’ve spoken about this viral graffiti on several blogs, and the viral effect from this moment was not only in the street but also on the web!