Winners

Rocco Siffredi's Vow of Chastity

Italy

Nomination

Integration & Innovation

Content Ideas

Client
Reckitt Benckiser Italia
Agency
Havas Milan

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.

Credits

Art Director
Filippo Formentini
Film Director
Leone Balduzzi
Graphics
Linda Serra
Production Company
K48 Milan
Account Director
Daniela Melodi
Account Supervisor
Ada Guerriero
General Manager Reckitt Benckiser
Eric Gillot
Marketing Director
Rohit Jindal