Hasta La Creative!

Direct Marketing, Design, PR
Reckitt-Benckiser

Olla and BETC/Havas have teamed up to promote safe sex in a creative and relaxed design. This is a merchandising action that aired on the 4th season first episode of the the reality show “Ex on the beach”, that is making success in MTV.

The action was recorded in the first party of the 4th season, and invited two participants to spend the night in the master suite. However, before entering the room, the chosen participant must wear her partner with a special T-shirt and add a condom in the pocket that appears in the piece. As soon as she follows the instructions, the pocket automatically lights up, revealing the amusing phrase: “Come to me that I am protected” – which was previously obscured purposefully.

The idea for the project elaboration came after news of AIDS threats in Brazil. According to the data released by the Ministry of Health annually, HIV cases among people aged 15-24 have increased 700% in the last 10 years. Faced with this reality, BETC / Havas – together with Olla – decided to think about a project that could attract the looks of the younger ones and engage them in the fight, in a funny and creative way.

Advertising Agency:BETC | Havas, Sao Paulo, Brazil
CCO:Erh Ray
Ecd:Andrea Siqueira
Creative Directors:Alexandre Kazuo, Lucas Ribeiro, Laura Azevedo
Creation:Guilherme Possobon, Victor Castelo, Guilherme Miguel
Brand & Business:Daniela Keller, Luana Gregório, Lucas Nabuco, Bianca Chagas
Communication & PR:Camila Nakagawa
Strategy:Agatha Kim, Diônatan Vargas
Channels & Engagement:Carlinha Gagliardi, Felippe Sobrinho, Andressa Lechugo, Thiago Costa, Cintia Hashimoto, Ruy Neto
Production:Mariane Goebel, Anna Ferraz, Renata Fabri, Stella Violla
Tshirt production:Brandslab
Film Production:Piccolo Filmes
Executive Production:Carlos Guedes, Gilberto Pires, Carla Bräuninger
Director:Rubens Crispin
Agency Montage:Paulo Alberto, Breno Amorim
Sound Production:Alma 11:11
Musical Production:Diego Raso
Post Audio Production:Junior Aragaki
Locution:Caio Guarnieri
Advertiser:Alexandra Romeo e Stephani Magalhães