OUGD603 - Durex Tagline

Tagline

For the campaign, we wanted to create a tagline that could run throughout the posters. The brief states "The campaign must make carrying, and using, a condom the norm. Just like making a cup of tea or brushing your teeth". We wanted to play on this idea of carrying a condom be as normal as making a cup of tea. We looked at using "Its as normal as.." for every image and then we will change the second half of that line depending on the scene created in the image.

It's as normal as...

Tea
...making a cup of tea

Shower
...taking a shower
...having a wash
...having a shower

Multivitamins
...taking your multivitamins

Dishwasher
...putting the dishwasher on
...doing the dishwasher
...doing the washing up

Washing Machine
...putting a wash on
...doing a wash/load
...doing a wash

Door
...locking the door
...carrying your keys
...remembering your keys

The tagline for this campaign will be "Carry a Condom" as this is the main message we want to get across and is the whole point of this campaign.