DUREX MUSIC x FIRST FIFTY
Durex are on a mission to get as many condoms in to people’s hands as possible. To encourage people to carry a condom, durex condoms were turned into currency, unlocking a world of rewards, experiences and fun.
As part of its very first music partnership with Live Nation, DUREX activated at FIRST FIFTY, a city-based festival, pre-cursor event to ‘The Great Escape’, hosted across multiple venues in East London in November 2018.
Proud led a team of 4x DUREX Brand Ambassadors activated across 3 key venues in the Hoxton area. Staff roamed between venues, engaging festival goers around the campaign and facilitating
‘on the spot’ rewards when fans showed a condom. Venues featured DUREX MUSIC branding and product was available to purchase either behind the bar or at merch stalls.