Over the years, Durex has become almost synonymous with “condom”—but lubricants were still not widely used in Hong Kong. That’s why Durian was excited to help Durex bring lubricants into the spotlight for the very first time. Here’s how we did it:

The Idea

While condoms symbolize protection, lubricants are all about care. To reflect this, we crafted this campaign with a romantic & poetic tone, setting it apart from Durex’s usual witty style.

With tenderness and love, Durex introduces lubricants to Hong Kongers, emphasizing how they nurture relationships during intimacy. Hence, the campaign was named “Lube Grows Love”（為愛  灌溉).

Using a watercolour style, we depicted the smooth and flowing texture of lubricants. The campaign featured three romantic slogans each addressing a key use occasion: pain-free intimacy, breaking routines, and elevating orgasmic experiences.

Social Media

We partnered with JFFLive, one of Hong Kong’s most popular YouTube live channels, for their flagship program (床哥心事台). Instead of the usual “live-selling” (直播帶貨) approach, we opted for a call-in format, letting real users share how the lubricant series helped overcome various intimacy-related challenges—and the audience loved it!

Activation

To create memorable brand experiences, customers making designated purchases on Durex’s e-shop will receive a special “Lube Grows Love” (為愛 灌溉) gift box—pairing flower seeds with lubricants to symbolize how love blossoms with care, both in relationships and in the flower pot.

Scope of Work: 

• Out-of-home (OOH) advertising
• YouTube LIVE
• Instagram video content
• Flower-planting activation