Brand

Durex

Campaign Line

It grows on you.

Insight-
The first time someone wears a condom, it feels unfamiliar. Like wise also when it comes to sex, the first time is awakward. Comfort isn't always instant. But once you get used to it and discover the how it's done or find the right fit and feel it becomes second nature.
 

Big Idea-

Instead of pretending condoms are instantly perfect,or sex is great from the start  Durex acknowledges the awkward beginning.

Because good habits aren't born.They grow.
And with different textures, fits and sensations, there's a Durex that eventually grows on you.

Visual Idea-  show a mans choice and quirks that would stereotypically never grow on anyone and besids it show a pack of Durex which does grow on you also quite literally grows on you.