| Title | The Forgotten Chapter |
| Agency | Havas London |
| Campaign | It doesn't talk about anal sex |
| Advertiser | Reckitt Benckiser |
| Brand | Durex |
| Date of First Broadcast/Publication | 2020 / 8 |
| Business Sector | Contraceptives & Pregnancy Tests |
| Story | Moving away from the restrictions of paid media, the campaign also identifies and addresses a glaring omission within the Kama Sutra. Recognised as one of the most comprehensive guides to sex and intimacy, it spans 36 chapters across seven books – and yet includes very little positive reference to anal sex within its pages. To rectify this, Durex has worked with French sex expert Maïa Mazaurette to publish ‘The Forgotten Chapter’ of the Kama Sutra, showcasing the potential of anal sex for shared pleasure and intimacy. Five positions including The Fearless Cowgirl and Ride the Tiger are beautifully depicted in a series of vivid and intimate illustrations by artist and illustrator, Shreya Gulati, featuring a diverse array of couples exploring anal sex. The stunning, one-of-a-kind manuscript was exhibited on Rue de Turenne in Le Marais, Paris from 28-31 August, enabling Parisians to support the cause in championing a world of uncensored sex for all, before being published online at https://www.durex.fr/pages/perfectgliss later this month. In France, 4 in 10 people reported having anal sex in the past year. |
| Philosophy | Durex, the world’s leading sexual wellbeing brand, has launched a new marketing campaign which aims to challenge societal attitudes and long-held misconceptions around anal sex, an often-stigmatised experience of sexual connection |
| Media Type | Direct Marketing |
| Advertising Manager | Oriane Kowalczyk |
| Global Executive Creative Director | Elliot Harris |
| Creative Director | Daniel Roberts |
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