My idea was to 'personify' Durex condoms in a dating listings format. I have used words that describe the positive attributes of condoms, but also that describe what men and women are looking for. 'Here's where is starts' represents and sums up my idea as well as identifying Durex condoms as the beginning of relationships, fun times but most importantly, safe sex. http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/ durexhibit.co.uk its simple but thats what is needed to get the audience. so good. http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3235 18th Dec 2007 21:57PM c3235 Paper http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3449 2nd Jan 2008 19:00PM c3449 Another example of a brilliant advertisment. very effective and a very realistic situation http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3463 3rd Jan 2008 13:40PM c3463 a great 3 piece series http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3466 3rd Jan 2008 13:51PM c3466 comes across as being aimed towards the male of the species. "to be protected" would perhaps make them think about preventing their sexual partners falling pregnant. http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3478 5th Jan 2008 00:03AM c3478 nice play on the "protected" theme i can really see these in hospitals heath clinics and public spaces. http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3730 12th Jan 2008 15:54PM c3730 i think they've missed the point..i dont get the opening line...and i think a poster about sti's shouldn't be linked to dating as most sti's are caught through 1 night stands http://www.durexhibit.co.uk/posters/heres-where-it-starts--female-seeking-male-475/#c3892 15th Jan 2008 15:58PM c3892