Background
The subject of sex and women's age has become a popular and controversial topic in recent years. Despite everything, we still think about older people, especially women, as incapable of having fun with their sexuality or even that after a certain age it's socially wrong for an elder woman to express her sexual desire.
Idea
I wanted to challenge these social norms by transforming the typical figure we have of grandmothers; from frail, sweet women to confident women who are not afraid to still express their fantasies or talk about sex just because they are not 20s or 30s anymore.
Execution
I've decided to take one the things we tend to associate more with elder women, especially grandmothers: their purses, and, specifically, what they carry inside of them. Things like candies, old jewels, hand sanitizers and lipsticks become metaphors for sexual objects and kinks. To accomplish that I've tried to employ Durex's distinctive and provocative tone of voice mixed with a pop and colorful aesthetic in a OOH campaign.
Course: Art Direction Lab
Institute: IED, European Institute of Design
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