Sex. Once a taboo topic. But with a whole new generation who are more open, honest, inclusive and expressive than before, the conversation has changed. Sold in over 50 countries, Durex is the world’s number 1 condom brand, but where the conversation around sex had moved on, Durex hadn’t. The brand needed to shed its dated, confused look and feel, and speak to people on a more personal level, injecting some warmth, fun and wit into the sex positive category.