New Blood Entry — Woodstock Rewind
Award: Yellow Pencil
Durex & Design Bridge & Partners / 2024
Baby boomers,
the original 69’ers tore down the barriers to sexual freedom,
so of course they’re still shagging.
However, it seems they have forgotten about their old friend Durex,
so we got Durex to reconnect with them by letting them return to their sexual heyday with Woodstock Rewind.
Because it’s time we do ‘69 again.
What did the judges have to say?
This piece of work stood out for its well-rounded craft from insight to execution. It was one of the few barriers that overcame the audience stereotype and created experiential work that was ownable for the brand. Pop culture references were not missed.
Sandra Valencia, Senior Writer, The Basement
Our yellow pencil tackled an issue that many of the entrants chose: the rise in STIs in the over 65 population. Their idea was playful and original and one we felt would connect brilliantly with the audience without patronising them - by taking them back to their heyday. It was executed accross multiple channels from an event to product and the craft, both visual and verbal was excellent.
Claire robertshaw, Executive Creative Director, Design Bridge and Partners
The craft was impeccable and very directly addressed the brief in an unexpected way. It was a joy to observe such care placed on the work. A complete honor to judge amongst this jury as well.
Lev Sloujitel, Creative Director, McKinney
- Woodstock Rewind: This idea stood out because it tackled a serious issue by tapping into culture in a light way and educating in a powerful way.
Pedro Sattin, Creative Director, DAVID New York
This idea of recreating woodstock for the original audience and celebrating their sexual freedom with safe sex was very captivating for the jury - it made the entry really stand out. Well done to the creators!
Pedro Rosa, Executive Creative Director, EMEA, VML