Thrust Counter.

Durex Durex wants to get 16 to 24 year olds to make carrying a condom the norm. The problem is, however, that the target sees condoms as something that prevents them from performing their best. How can we change the target's negative perception of condoms into one that sees condoms as a means of enhancing their sexual performance? Art Direction by Alandra Monette Copy written by Caleb McMullen