Durex Climaxes at the Fresh Media Awards in Manchester

The Durex ‘Play’ Take That campaign, planned and executed by Universal McCann Manchester and IPM, scooped a well deserved Gold Award for the 'Freshest Big Idea' at the Fresh Media Awards this week.

IPM were heavily involved in planning the campaign from the initial concept through to completion. We ensured the initial creative idea was at the forefront of the campaign, which focussed on pushing the Durex ‘Play’ range into the public sphere. The creative content was generated by filming members of the Take That audience as they queued for the performances. These videos, which comprised of simulations of the potential effects of the ‘Play’ product on the user, were then uploaded onto the screens that ran in the venues. The content was interesting to say the least! The campaign was supported by some promotional activity and hand-selected poster sites across roadside locations and the London Underground.

IPM and Universal McCann Manchester are already in discussions with Durex about future planning. 

By Alice Bowden