Durex

Pride 2023. Over fifty corporate sponsors, every one of them waving the same rainbow flag. The brief was simple and brutal: make Durex impossible to ignore — and do it in two weeks, from sketch to streets.The idea came from a tension worth leaning into. Durex lives at the edge of sexuality — the part of desire that's raw, a little dangerous, unapologetic. The Pride community in Israel was in its own moment of being "rebranded" by the culture around it. We put those two things in the same room.The answer was a monument. A nine-meter sculpture echoing Israel's Declaration of Independence — the scroll signed at the founding of the state — reimagined as a "Scroll of Love." A declaration of equal rights and liberal values that anyone could stand physically beneath and sign with their own hand. It anchored the main stage at the end of the parade route.The campaign ran 360°: digital platforms, city bridges, billboards, street signage — all driving toward that one physical object. Over 10,000 people gathered at the installation. And the moment it truly worked wasn't a metric — it was when the scroll was completely covered, signed by thousands of hands.Two weeks. One declaration. Signed by a city.