Durex - Durex Records

You can't advertise condoms in the Middle East. Or talk about sex. So how does a brand like Durex build recall amongst the youth there? Our solution was to align the brand with a provocative new art form sweeping the region whose artists were speaking about everything that concerned the youth there. And thus was born 'Durex Records' - a hip hop music platform that became a vehicle to amplify the Durex brand name in the Middle East. Find below a few snippets from the two successful seasons we have produced till now.