Durex Tasjeelat Durex

Brought in by VICE Arabia, I helped launch a first-of-its-kind music platform for Durex in the Middle East. I created the name Tasjeelat Durex (Durex Records), built the vibe, and researched the artists who would bring it to life.

The platform began in the fast-rising world of Arabic hip-hop — a genre driven by raw lyrics about breaking stereotypes, embracing individuality, and celebrating freedom. From there, it branched out to spotlight other homegrown sounds, becoming a stage for a new generation of Arab artists across styles and scenes.

Tasjeelat Durex positioned the brand not as an advertiser, but as a cultural ally. By championing music, it put Durex at the heart of conversations about identity, self-expression, and empowerment. Over the course of the year, the platform showcased fresh talent, proved that brands can add to culture instead of interrupting it, and gave regional artists visibility like never before.

Durex records awon a silver Effie in the Media Innovation – Existing Channels category. What was remarkable was that the campaign was the first time Durex had created such work for Arab youth.

The overall campaign’s figures speak for themselves. Durex Records led to an impressive 184 BPS increase in market share gain, and a whopping total campaign reach of 25 million. Brand awareness rose along with action intent. For the target market of 18-to-25 year olds, there was a massive 48 per cent rise in view through rates (VTRs). And on social media, there was a gain of 22,000 Instagram followers (110 per cent growth) and 1.2 million TikTok organic reach. The campaign diagnostics showed that the concept stood out as being unique, relatable and stirring the right emotions.

ClientDurexAgencyVice ArabiaRoleCreative DirectorYear2022