Rocco Siffredi's
vow of chastity
Client: Durex
Awards
1 Bronze - PR
Cannes Lions - 2015
1 Gold (CYBER) and 1 Bronze (PR)
ADCI - 2015
2 Sapphire (Silver)
Cristal Festival
2 Mobius
Mobius Awards
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.