Brief: The Mayan’s have said it is the end of the world, now what? .
Creative: If the world is going to end, enhance the last days with Durex’s product range. Maximum pleasure, make sure you last and of course make sure you don’t ‘come’ before the end. Everyone needs some cheeky copy in their book and this is mine.
Results: Over 2 million views and shares within 3 days. A viral “image” campaign. With the adverts getting over 80,000 reblogs within 24 hours and being picked up by DesignTaxi, Huffington Post as well as 9Gag, Reddit, Creative Criminals, Examiner.com as well as many more.
The campaign was shared throughout the social media world with massive amounts of traffic coming from Twitter, Facebook, Instagram as well as traditional forms of sharing such as email.
Overall the campaign was a huge success putting Durex front of mind as the best way of celebrating the end of the world.
Due to the nature of being an image based campaign the campaign continued to spread far around the world. Appearing on Russian, Chinese and Indian sites uncredited.