Give A F**k
Global campaign created to support Durex & (RED) partnership.
Durex has joined forces with (RED) and The Global Fund to fight AIDS in South Africa. Through special-edition (DUREX)RED condoms, Durex and (RED) together hope to raise awareness and vital funds to make a difference and help empower Gen Z and Millennial women to live a happy, healthy life.
id created the concept, wrote the narrative and art directed the content which became a provocative consumer campaign fronted by Zara Larsson, alongside Thandie Newton, Christian Navarro, Tyler Oakley and other global influencers – all asking us just one thing – to Give A F**k to fight AIDS.
Launched in 24 countries around the world simultaneously, the digital-first campaign brings to life the duality of meaning around the phrase ‘Give A F**k’, illustrating compassion and encouraging people to join the fight against AIDS through the simple act of having safe sex.