The new Durex lubricant gel campaign had to connect with the target audience and grab their attention, as the brand was seeking to increase its market share.

We therefore decided to speak to the target audience on the basis of a truth everybody knows: good sex and a good mood go together. It is proven that having sexual relations and being satisfied with them reduces tension and levels of stress. And this is noticeable in everyday life. How different the world would be if we were all that relaxed in life!

The concept of the campaign springs from this reflection: if there’s a name (in Spanish) for people who are tense or grumpy because they aren’t enjoying good sex, “mal follados”, why not create a name for people who are relaxed and happy because they are?

The “Los bien Felices” / “”The fffun club”” campaign sets out to show up the difference between people who are enjoying their sexual relations (and are therefore happy or “fun”) and those who aren’t, and encouraging everybody to join the new club: “The fffun club”.