PROBLEM:
For Italians the National football team comes first, even before sex.
A Durex survey shows that 40% of men use the World Cup as an excuse to avoid sex.
This is totally absurd for Durex, that aimed to draw the Italians' attention back to sex.
SOLUTION:
Durex was able to find a direct link between sex and football creating
the Rocco Siffredi’s Vow of Chastity. The LEGEND of porn,
and also a popular italian tv celebrity, made a vow of chastity for the victory of Italian team.
The project was launched with a video on social networks and immediately it became
breaking news all over the world. Rocco asked for fans' support
by launching the #roccotieniduro and invited them to make love for him too.
On the occasion of every Italy's national football match, a new video was uploaded
on Durex social channels as a proof of Rocco's extreme sacrifice,
reaching thousands of likes, shares and comments from all fans.
Credits
Agency: Havas
Executive Creative Director : Giovanni Porro
Creative Director Copy: Lorenzo Crespi
Creative Director Art: Selmi Bali Barissever
Art Director: Filippo Formentini
Copywriter: Maria Chiara Alegi - Davide Labò
Production Company: K48
Director: Leone Balduzzi
Creative Director Art: Selmi Bali Barissever
Art Director: Filippo Formentini
Copywriter: Maria Chiara Alegi - Davide Labò
Production Company: K48
Director: Leone Balduzzi
Awards
Bronze ADCI (Pr)
Gold ADCI (Digital - Social Media)
Bronze Cannes Lion - PR
Gold Mobius (Social Media Marketing)
Gold Moebius (Public Media Relation and Best of Show Nominee)
Silver Cristal (Digital and mobile)
Silver Cristal 2014 (PR)
Gold ADCI (Digital - Social Media)
Bronze Cannes Lion - PR
Gold Mobius (Social Media Marketing)
Gold Moebius (Public Media Relation and Best of Show Nominee)
Silver Cristal (Digital and mobile)
Silver Cristal 2014 (PR)
