THE SEX DJ

project

THE SEX DJ

By using the frequency of bed shaking, a musical melody is composed.

brand

Durex Taiwan

year

2022

award

  • Campaign DMA

    2 gold, 1 silver, 1 bronze.

  • Campaign Brief The Work

    3 THE WORK

  • Digital Singularity Awards

    1 Gold, 2 Silver, 3 Bronze

  • 4A Creative Awards

    1 gold, 3 silver, 2 bronze, and 1 honorable mention.

  • Times Awards

    3 gold

  • Times Awards

    1 gold

  • Agency & Advertiser of the Year

    1 gold

back

background

Data shows that the frequency of sexual activity among Taiwanese people is significantly lower compared to the global average, and there is a gradual downward trend. As a condom brand, Durex does not welcome the decline in people's sexual activity and is committed to making sex more fun.

insight

We have found that Taiwanese couples often enjoy playing music during sex. However, the problem is that most of the music has the same rhythm and cannot follow the changes in the lovemaking process. When it comes to reaching climax, the music is often in a very slow section, causing couples to lose interest.

concept

We have decided to convert the frequency of couples' intimate moments into BPM frequencies in order to help them set the mood.

idea

execution

Create an event website where couples can open the site and follow the instructions to place their phones on the bed. The webpage will automatically detect four stages of bed shaking - foreplay, acceleration, sprint, and climax based on the phone's gyroscope.

We categorize music of different BPMs to correspond to different stages of bed shaking. As the bed shaking stages change, the music will also change accordingly.

Each couple will ultimately receive the music they have created together and customize their own album cover. Based on the length of the music and the number of rhythm changes, each person's music is unique.

According to different top speed frequencies, we will also give different fun music titles for couples to challenge and share enthusiastically on social media.

In just one week, over 1200 albums have been produced in "Love Making Music," with some albums even lasting up to 95 minutes. The topic has sparked intense discussion across Taiwan, leading to media outlets reporting on it eagerly.

Do you also want to make music with love now?