Durex has launched Fundawear, a prototype set of underwear that allows couples to connect by sending touch over the internet. The fashion line is part of the Australian Durexperiment Facebook campaign, online at durexperiment.com.au, encouraging people to experiment with different ways of enjoying great sex. Couples can touch, tease, tickle and tantalize, even when they are apart.
The aim of Fundawear and the ‘Durexperiment’ platform is to encourage consumers to engage with the brand, creating an image for Durex that encapsulates what sexual freedom, adventure, and originality mean. When one person touches their touchscreen device, a signal is sent wireless via a real time server to their partner’s smartphone. The signal is then instantaneously sent to touch-actuators woven into the fabric of the partner’s underwear, transferring the sensation of touch to their skin. The Fundawear app is built in Apple’s iOS platform but may be released onto Android and other smartphone platforms in the future. Fundawear is wearable, easily worn, and concealed under normal clothing. It had to be sexy and feel good on, so cues were taken from attractive and comfortable lingerie. The team developed a custom-built miniature circuit boards so the tech can be comfortably incorporated within the garment. Pico vibes, the sensors used in touchscreen devices, were used to simulate the feeling and intensity of real touch.
Durex Australia has committed to develop Fundawear as a fully-functional working prototype, with further development plans dependent on public interest. However, for those keen to try the product, Durex is putting Fundawear to the ultimate test by giving away a night in a luxury hotel with 2 rooms for the couple to try Fundawear on themselves. Those interested in experimenting should visit facebook.com/Durex.Australia
Dr. Nikki Goldstein, Sexologist and Relationship experts said: “When it comes to sex, people often focus the majority of importance on penetration rather than touch, which can be vital for intimacy, sexual pleasure and relationship satisfaction. When we touch someone we have the ability to connect with them, allow them to feel secure and desired, and even release sex hormones that can help us get in the mood. Fundawear will not only help to replicate touch when a couple can’t physically be together, but also help people laugh, enjoy and have fun with the intimate side of their relationship. Instead of a text, email or phone call to let them know you are thinking about them, why not touch them?”
Durex is running a series of YouTube films promoting Fundawear, including a world-first live trial where a real couple, Nick and Dani, used this innovative technology for the first time.
The Fundawear campaign was developed at Havas Worldwide Australia, Sydney, by executive creative director Steve Coll, copywriter Jack Nunn, digital creative director Jay Morgan, digital art director William Brown, creative group head Chris Johnson, creative services director Warrick Nicholson, digital project director Jeronimo De Leon, senior TV producer Ros Payne, head of design Darren Cole and designer Nic Adamovich, brand strategist/agroup account director Manuella Perche, brand strategist/senior account manager Nicole Dongara working with Durex marketing director Christopher Tedesco, category manager Alix Russell and brand manager Kelly Benton.
Havas Worldwide worked with fashion designer Billie Whitehouse and tech director Ben Moir at Snepo Technologies to create the garments, the technology and a smartphone app. Havas and Snepo initially spent weeks talking with Universities, research labs and experts in recreating human touch and other bio-movement.
Research Debbie Cockle at Momentum. PR was handled at Klick by director Kim McKay and community manager Margarita Peker, and at Frank PR.