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. rnThe strategy was to use the Worl Cup as a platform for the project and as a source from which gaining a wider target.
Rocco Siffredi’s Vow of Chastity
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Credits
Client:
Reckitt Benckiser Italia
Agency:
Account Director:
Daniela Melodi
Account Supervisor:
Ada Guerriero
Art Director:
Filippo Formentini
Copywriter:
Maria Chiara Alegi
Davide Labò
Creative Director:
Giovanni Porro
Selmi Bali Barissever
Lorenzo Crespi
Film Director:
Leone Balduzzi
General Manager Reckitt Benckiser:
Eric Gillot
Graphics:
Linda Serra
Marketing Director:
Rohit Jindal
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