Durex - Stay to true fit.

Insight: People often believe condom fit doesn’t really matter or assume they’re a larger size than they actually are, leading to discomfort or ineffective protection.

Idea: Using fashion metaphors to challenge those assumptions—highlighting how wearing the wrong size might be trendy on the runway, but when it comes to condoms, fit is everything. Each visual contrasts bold fashion fits with a reminder to “stay to true fit” for confidence, comfort, and safety.