- Italy is a country with strong Catholic roots, derived mostly by the presence of the Vatican,where talking about sex on mass media is problematic, especially when sex is presented as a fundamental emotional resource of people’s daily lives.This was the context in which Durex promoted a playful and healthy idea of sex, through a game:the challenge between cities to find the one that makes love the most.Capitalizing on Italians’ pride and historic rivalry between cities, Loveville made the whole country talk about fun and responsible sex, and obviously about Durex.
- Durex invites all citizens to get together for one objective, but mostly, to get together.Only the city that makes love the most will become Loveville 2013.
- Your city is asking you to take a position. Than another. Another one. And Another more.Only the city that makes love the most will become Loveville 2013.
- It's time to dedicate body and soul tou your city. Mostly your body.Only the city that makes love the most will become Loveville 2013.
- Which city will have more civil sex?Only the city that makes love the most will become Loveville 2013.
- Creative Director Art: Selmi Bali BarisseverCreative Director Copy: Lorenzo Crespi
Art Director: Filippo Formentini
Copywriter: Maria Vittoria Apicella
Press post: Cowboys
Film Production Company: Karen Film
Director: Alberto Colombo
Web Director: Tommaso Mezzavilla
Web Designer: Luca Fasoli