DUREX x INDIANA’S ‘BOUND’
INDIANA’S ‘BOUND’ FEATURES IN THE LATEST DUREX – WHY WAIT CAMPAIGN
We worked closely with the team at Durex to help further align their music strategy with that of the evolving positioning of the brand. The Why Wait campaign rolled out internationally featuring British singer-songwriter Indiana’s ‘Bound’ as the soundtrack.
8lbs oversaw the music search – in partnership with Havas – and secured the appropriate licences to cover TV, digital and cinema usage internationally.
Why Wait is the first in a number of projects where music will play a leading role and, in addition, to growing the opportunities with featured music across artist and social channels.