As part of the revitalised identity of Durex, "Music Liberation" emerges as a new brand event aimed at inspiring deeper connections — with oneself, with others — and celebrating the freedom of expression with music as its backdrop. Supervisioned by the Global Head of Design for Durex, the first big step was to design the concept logo, which it would apply for the future locations. Then digital contents such as stories, posts, internal materials, key visual have been provided. The first “Durex Music Liberation” was launched in the city of Sanremo, during the international Italian Song Festival “ Festival di Sanremo”. The brand, which was one of the partners of the festival, promoted a “Call for artists”, allowing talented singers to perform in the crowded city of Sanremo during the Festival week in order to be part of the Spotify Durex Playlist. Materials such as the official logo, the official layout and key visuals were supplied to the agencies that worked in place during the event.
“Durex Music Liberation” moved from Sanremo to another top selected city: Milano. Through a targeted digital campaign, I developed numerous banners which covered the whole marketing funnel.
Creative Credits
Design: Mara Uboldi
Copywriting: Roberta Bruno
Motion Graphic Design: Stefan Van Heerden
