Mates had a problem. Their brand was about to die.
Durex, the number one brand in the UK, was killing it.
At Amv Advance, we orchestrated an audacious mates re-launch, working with package designers and PR consultants - all on a miniscule budget.
Guess what? It worked.
We couldn't outspend durex - we out-thought them. What's more, this was one of the first times a brand used the web as a central hub and the entire focus of their brand communication.
This campaign went on to win numerous awards and the repercussions rumbled on in mainstream and trade media for months afterwards.
