BACKGROUND
The summer of 2021 was the first year in Italy without any restriction.
A hot girl summer, through and through. With only 50% of Italian people having used condoms in 2019, raising awareness on the importance of safe sex is more important than ever. Still, even with safe sex awareness campaigns going on since the early 90s, the message seems to go in one ear and out the other.
A hot girl summer, through and through. With only 50% of Italian people having used condoms in 2019, raising awareness on the importance of safe sex is more important than ever. Still, even with safe sex awareness campaigns going on since the early 90s, the message seems to go in one ear and out the other.
INSIGHT
Nothing stays on our minds more than a good old earworm.
Nothing stays on our minds more than a good old earworm.
IDEA
Control makes safe sex the new Summer earworm.
Control makes safe sex the new Summer earworm.
EXECUTION
Together with an upcoming Italian artist - Martistone - we created a new song - Metti La Protezione - inviting people to wear protections.
CASE HISTORY
VIDEO LYRICS
NC AWARDS
GRAND PRIX
GOLD PRIZE categoria: holistic campaign
GOLD PRIZE categoria: social media communication
SILVER PRIZE categoria: pharma & beauty
SILVER PRIZE categoria: brand identity
BRONZE PRIZE categoria: ambient media
Client: Control Italia
CCO & Co-founder: Fabio Padoan
Client Creative Director: Valentina Barone
Art Director: Paola Massarenti
Copywriter: Giulia Ranza
CDP: The Style Pusher
Animation & illustration: Federico Cadenazzi
Music production: Waveforms studio
Metti La Protezione - original track performed by Marti Stone feat Andro
℗ martistone x Andro x Control Italia
