During the World Cup, Italians think about football only. In fact, a Durex survey revealed that, in this period, sexual activity is reduced by 40%. Durex goal was to draw Italians' attention back on sex encouraging conversations on the brand social pages. In the meantime Durex wanted to promote its playful and responsible vision of sex. The strategy was to use the Worl Cup as a platform for the project and as a source from which gaining a wider target.