Durex - 100% Natural.

Insight: When it comes to lube, people want it to feel as close to natural as possible, but many still worry it’ll feel sticky, artificial, or uncomfortable.

Idea: We pushed the product’s key strength, its ultra-natural feel, by showing just how convincingly it blends in with nature. The visuals humorously highlight: it’s so natural, even nature can’t tell the difference. 100% natural. 100% believable.