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LM-H-4-1. 'Double Urinal' Activation

AgencyOgilvy and Mather LLC
Creative headExecutive Creative Directors: Robin Weeks & Carl Le Blond
Author of ideaExecutive Creative Directors: Robin Weeks & Carl Le Blond
DescriptionLevitra' is a drug produced by Bayer designed to alleviate erectile dysfunction. However, it cannot be named and cannot be advertised in ATL. Thus a non-conventional approach was necessary. Our task was to publicise 'Levitra' to a wider and younger audience and encourage them to become ambassadors for the brand. The target were 25 to 35 year-old internet-savvy men most of whom have no awareness of Levitra. However, they find the subject of erectile dysfunction embarrassing and are reluctant to consider themselves as recipients of this type of drug. Men in this segment believe that this type of drug is just a remedy for erectile disfunction, a problem for the over-fifties. We wanted them to reevaluate 'Levitra' as a drug that would actually enhance their sexual performance and virilty. Humour was also important in de-stigmatising the subject. The communication addressed men in an exclusively male environment in a light-heartedly humourous way and at the very moment that they had their sexual equipment in their hands.
We built our very own men’s urinal with a double bowl and placed it in a busy men's public toilet then recorded the reactions on two CCTV cameras. A 90 second introductory viral film was supported by a live activation in a men's public toilet which has since gone viral and was then followed up by a second viral film. All traffic was directed to the Levitra website : prodisex.ru
Team membersExecutive Creative Directors: Robin Weeks & Carl Le Blond
Copywriter: Robin Weeks, Carl Le Blond
Art Director: Carl LeBlond, Robin weeks
Agency Producer: Dima Nikonorov
Account Manager: Tamara Vasina
Production Company: Mad Cow Films
Executive Producer: Pete Chambers

Producer: Jonas Blanchard
Director: Sam Huntley
Cinematographer: David Procter
Art Director: Mark Connell

Editor: Chris McKay
Editing Company: Cut and Run
Sound Design/Arrangement: Phil Bolland @ 750 MPH
Telecine: Ben Rogers @ Glassworks