#MettiLaProtezione: a pop catchphrase for Control
How to engage the young and very young in their first experiences about the importance of using contraceptives, without lapsing into the usual clichés and boring paternalism?
The Kondomsutra project by Control – the world leader in sexual protection and pleasure products – was created precisely to raise awareness in a creative and fun way, showing new uses for condoms through a fresh, colorful and super-pop multi-channel video campaign.
The video clip “Metti la protezione,” interpreted by artist Marti Stone, was designed and produced as a classic summer catchphrase that, in its lyrics and content, is a winking metaphor, perfect for a target audience ready to responsibly experience a season of discovery and lightheartedness.
For the campaign, short social content was also produced specifically designed to reach a wide audience of Gen Z users in an even more immediate and light-hearted form, so that the message could be spread quickly, activating a viral process.
The warm hues of summer combine with vibrant, bright neon colors, creating a mix of hot sand and nighttime atmospheres to the beat of the dancefloor.
Art Direction
Motion Design
Illustration
Sound FX
An organic approach to communication
Our method is based on an integrated model that takes full advantage of new technologies and data analytics, enabling us to manage all phases of multi-channel and cross-media digital communication, meeting any storytelling needs for national and international brands, publishers, media companies and institutions.
