Durex Fun and Adventure Galuega Autu: Afifiga Kalone e Blackandgold Shanghai

O le mamanu Durex Fun and Adventure Galuega Autu: Afifiga Kalone e Blackandgold Shanghai o se manumalo maualuga tele o le fa'ailoga mamalu 2022 A' Design Award Apamemea i le Vaega Tauva Mamanu Afifi.

ApamemeaAfifi· 2022

Durex Fun and Adventure Galuega Autu: Afifiga Kalone

na mamanuina e Blackandgold Shanghai

Tagata Fa'atau: RB & Manon Business

Manumalo o le A' Design Award Apamemea i le Vaega Afifi

15,746

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #126417

Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Durex Fun and Adventure Galuega Autu: Afifiga Kalone

Tusitusiga o le Tusi: O le Durex Fun and Adventure o se mamanu afifiga mo kalone e fa'atau atu i le maketi Saina. O le pusa e faia i pepa ma fua i le 64 mm le lautele, 37 mm le loloto ma le 125 mm le maualuga. O le mamanu ata mo aoga o le oloa e ufiofia i le spot UV. O ata na maua mai fa'aosofia mai ta'aloga pixel art, o lea e foliga ai le laina oloa e pei o oloa fa'atau mai ta'aloga i luga o fata fa'aaloalo. E toatele tagata fa'atau i Saina e lagona le maasiasi pe a filifili kalone i faleoloa. O le sitaili pixel e fa'amatala ai aoga o le oloa i se auala mama, e aunoa ma ata manino, ma fesoasoani e iloagofie ai le laina i totonu o isi oloa.

Le Fa'ailogaina

E Uiga i le A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Durex Fun and Adventure Galuega Autu: Afifiga Kalone, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Durex Fun and Adventure Galuega Autu: Afifiga Kalone e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Durex Fun and Adventure Galuega Autu: Afifiga Kalone e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: Durex's new brand idea "Good Sex, Liberated" guides consumers to conquer existing barriers to love. As an introverted nation, Chinese consumers may feel embarrassed when buying condoms in offline channels. When displayed on shelf, the new Durex Fun and Adventure looks like a range of game merchandise that can avoid the purchase embarrassment and distinguish itself from competitors and draw consumers' attention.
Fua & Fa'apipi'i: Width 64 mm x Depth 37 mm x Height 125 mm
Fa'ailoga: graphic design, packaging upgrade, condom, Durex, China market
Tekonolosi Gaosiga: The box is made of paper and the graphic design for product benefits is coated with Spot UV.
Lu'itau o le Mamanu: Our goal is to modernize the existing packaging and the main challenge is how packaging can avoid the embarrassment during purchase and explain the product benefits in a fun and distinct way to attract young consumer without being too explicit, i.e. showing a condom on packaging.
Su'esu'ega: Durex is the world leading condom brand, but it faces fierce competition in China. Starting from consumers, we got the insights from client brief and research report that consumers may feel embarrassed when buying condoms, especially in offline channel. Then, we did the desk research to understand the competitors, and figured out the condom packaging trend in China. We proposed creative direction by combining consumer insight and product benefits during brainstorming.
Fa'aosofia: The new packaging is inspired by Pixel Art Game. Given that the majority of Chinese condoms buyers are male who are familiar with video games, a range of pixelated game theme packaging can generate resonance with them and avoid the purchase embarrassment. Besides, the pixel art game is strongly associated with novel and fun experience which is the one Durex tries to offer to consumers.
Umi o le Poloketi: In 2019, the project started in May and the new packaging was launched to market in December.
Fa'agasologa o Galuega: The pixelated style makes this product range look like game merchandise, which can stand out among the condom shelf. Compared with the leading textured condom brand, the new packaging explains the product benefit in a fun way and won't let consumers feel embarrassed when they are selecting products in front of shelf.
Sui o le 'Au: Creative Director: Yang LI
Graphic Designer: Xiao XUE
Account Manager: Yiling JIANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Fa'aaloaloga o Ata: All photos and video credits to blackandgold Shanghai, 2021.