Take pleasure in pleasuring.

53% of Brazilian are unsatisfied with their sexual lives and not doing anything about it. A very outdated, stereotyped way to talk about sex ruled the category and beyond: women are objectified and sex pleasure is reserved to men only. To break the taboo, overcome stereotypes and inspire everyone to take action and improve their sex lives, we created the Lover's Movement to mark the launch of Durex in Brazil. A brand that knows that great sex has the power to move you.

With the insight "taking pleasure in pleasuring" we hijacked Brazilian's huge social sharing habits to say that in sex too, sharing increases the pleasure, bringing a delicate subject within a context people were more comfortable with. We developed a full campaign with a new TVC, all digital platforms designed from scratch and a big activation during carnival with the Love Capsule - a private love booth suspended by a crane in the air to give couples some intimacy time. (case below)

Just in the first three months, the campaign gained massive reach, engaged thousands of consumers online, ruled the conversations in the social networks and pretty much sold out, forcing Reckitt to quickly pivot to a new distribution curve to fulfil the demand.