The world's most recognisable brand of prophylactic sheath (how often do you get to use that phrase?) wanted a 'passion platform' that would help them connect more with their youth market. We quickly arrived at music as perhaps the only thing young people care about more than sex, and Intimate Sessions was born.
Intimate Sessions was a simple idea, but a strong one. A series of gigs in which big-name artists would play in small, exclusive venues. The Durex twist? The intimacy, and the fact that tickets would be given away in pairs to couples - helping our young consumers get closer to the music, and to each other.
We picked the artists carefully - they needed to be new enough to the scene to fit with the intimate locations (and limited budget) but big enough to draw interest from our target audience. Fittingly, boy-girl duo AlunaGeorge kicked things off, followed by Wretch 32, Little Comets, and Tribes - with each gig promoted heavily through partnerships with established music media like the NME, and influencers such as The London Lipgloss.