SOUR turns Bangkok’s Districts into zones of pleasure via new Durex campaign
Durex has pulled off a showstopper that turned heads and brought smiles throughout Bangkok. Known for supporting safe pleasure, Durex in Thailand launched its thinnest condom ‘Durex Airy’ with a playful campaign created by SOUR Bangkok.
The campaign challenged traditional perceptions by transforming familiar district names starting with “Bang” (which also means “thin” in Thai) into puns on pleasure.
The campaign took a surprising twist by transforming tuk-tuks, Bangkok’s iconic local transportation, into moving street signs. These tuk-tuk caravans hijacked locations across the city, renaming popular areas like “Bang Sue” to “Bang Sensual,” “Bang Jark” to “Bang Joy,” “Bang Aor” to “Bang Ahhh,” and “Bang Rak” to “Bang Madly in Love” among others. These wordplay signs were placed in prominent city spots, turning heads and sparking conversations.
The inspiration behind the campaign comes from survey insights showing that many Thais avoid condoms, thinking they inhibit pleasure. Durex set out to change that, demonstrating that “thin” equals “pleasure” with Durex Airy. With tuk-tuks taking over the city, this lighthearted approach to promoting safe sex went viral, and quickly gained traction online.
“This bold step by Durex is a prime example of using local media impactfully, showing that even a condom campaign can be playful and invite conversations around safe sex in a culturally engaging way,” said Damisa Ongsiriwattana, Chief Creative Officer at SOUR Bangkok.
Credits
Agency: SOUR Bangkok
Chief Creative Officer: Damisa Ongsiriwattana
Executive Creative Director: Nopparath Eksuwancharoen
Senior Art Director: สิSitta Chandarawong
Art Director: Kanyaporn Longprasert
Associate Creative Director : Warangrat Rattanabumrung
Copywriter: Lacksanapatr Sirichaijumnong / Passawut Prasitworanun
Managing Director: Pimmard Leenutaphong
Business Director & Sales Director: Surapong Chanprasert
Account Director: Somruetai Sanchayakorn
Head of Media: Napas Warasestasak
Digital Planning Manager: Ronnachai Jeeraprawat
Media Buyer Manager : Pornpavee Punyahom
Media Buyer: Jitsopin Janwilai
Media Buyer & Influencer Specialist : Pornpitcha Nakornsri
Producer: Khanuengnit Wichitsakonkit
Camera man: Piboonwat Premsripech
Assistant Camera : Rach Chulajata / Krittidet Pinsatienket
Image Editor : Jeerakorn Khomsanoi
