Rocco Siffredi's

vow of chastity

Client: Durex

Awards

1 Bronze - PR

Cannes Lions - 2015

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1 Gold (CYBER) and 1 Bronze (PR)

ADCI - 2015

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2 Sapphire (Silver)

Cristal Festival

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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.