Carlinha Gagliardi
Director medios comunicación at BETC São Paulo
São Paulo, Brasil
TítuloOllaShirt
Agencia
Campaña OllaShirt
Anunciante Reckitt Benckiser
Marca Olla
Fecha de primera difusión/publicación
Sector Empresarial Contraceptivos, preservativos y tests de embarazo
Filosofía With a Tech T-shirt, BETC / Havas activates Olla condom on MTV’s Show
By putting a condom in the T-shirts’ pocket, humorous phrases flashes instantly, revealing that the person is protected

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. "This is the kind of project that unites storytelling and technology, and that ends up entering the conversation of young people in a pop way," explains BETC / Havas Executive Creative Director Andrea Siqueira.
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