Durex at Tomorrowland 2024
Durex at Tomorrowland
- 2024 | Creative Production, Experiential Marketing
To celebrate intimacy and promote safe sex at Tomorrowland, we partnered with Durex to bring their electrifying ‘Feel Every Spark’ summer campaign to life. The goal was to create an unforgettable activation where festival-goers could truly experience every heartbeat, every chill, every drop of sweat—Every Spark.
We designed an immersive booth that awakened all the senses. Inside, visitors explored rooms that engaged sight, touch, smell, sound, and emotion, where they could control each room by picking different ‘personalities’ – Explorer, Charmer, Futurist, or Passionate. Festival-goers could tailor their experience, making it uniquely their own. At the end, they captured their journey with a personalized photo and received exclusive Tomorrowland-edition Durex condoms—a souvenir to remember their Personal Spark.
The experience didn’t stop there. The Climax Room hosted various DJs who set the stage throughout the festival. Visitors could influence the mood of the room by adjusting visuals on a dynamic backdrop, creating a shared, ever-changing atmosphere of energy and connection on this ‘secret’ stage.
From concept and design to production, installation, on-site management, and Durex ambassador briefing, our team managed every detail of this campaign. The result was a standout experience that became the talk of the festival.
The Durex activation was one of the most visited attractions at Tomorrowland, earning national media coverage and sparking endless curiosity. Visitors eagerly lined up to see what awaited behind the curtains, emerging out with the sensations still pulsing through their bodies. Over two weekends, thousands of condoms were distributed, showcasing a successful reinforcement of Durex’s message of safe, unforgettable adventures in a way that festival-goers will never forget