Description
More than 80% of men and women between the ages of 60 and 69 are still sexually active. Even so, sexuality in old age faces several taboos, stigmas and prejudices.
In Brazil, individuals aged 60 or older have exclusive benefits such as preferential seating on public transportation, priority lines, exclusive parking spaces, etc. These benefits are demarcated by an icon that signals priority for the elderly.
In September, the month that marks Sex Day (06/09), Durex will transform the tag used to identify elderly people's cars into a free pass in drive-ins and motels.
This student campaign titled 'Senior Pass' was published in Brazil in May, 2024. It was created for the brand: Durex, by ad school: Redhook School. This Experiential, Integrated, and OOH Outdoor media campaign is related to the Health industry and contains 6 media assets. It was submitted about 1 year ago by Copywriter: Victor Maués Rodrigues of Oliver Latin America.
Credits
Advertising Agency (School): Redhook School
Art Directors: Leandro Lucena and Heitor Maués Rodrigues.
Copywriters: Victor Maués Rodrigues and Moa Domingues.
Film editor: Dani Seabra
Creative Directors: Felipe Nepomuceno and Thiago Gueler.
