Senior Pass

School: Redhook School


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 month ago by Copywriter: Victor Maués Rodrigues of Oliver Latin America.


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.

Parque de la Costa


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.