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.

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.

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
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)

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