For Durex it has to be totally safe. But also totally fun.

And what better way to describe this playful way of looking at sexuality than through a game? Which is where the idea for Loveville came from, the competition to find out which city makes love most.

With a print, web and radio campaign, we invited the public in 15 Italian cities to make love for their city. For two months, we calculated the number of condoms, lubricants and sex toys sold in each city, compared with the number of inhabitants.
So thanks to Loveville, Bologna won the love challenge and Durex won the sales challenge (+46%).And Havas? Havas won the creativity challenge, receiving a series of prestigious Italian and international awards, including two Lions at the Cannes Festival.
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