People are constrained by the standards set by social media, porn or glossy magazines. This greatly affects one’s self esteem and self image - how can you even feel good about yourself when the only point of reference is something unrealistic and fake?
People have a love-hate relationship with V-Day. We all celebrate it as “it should be celebrated” but deep down, we find it silly and fake. In the context of this rebranding, the new Durex V-Day campaign should stray from stereotypes and encourage people to celebrate their love in their own unique ways.
We empowered people and encouraged them to write their own stories. We showed them that they shouldn’t believe everything they see in porn or on social media, but just enjoy love and sex naturally, as it comes. So, we created povestireale.ro where people showed their true, unfiltered love.