Gummilove: Educational work with the "hottest sport in the world"
In its new campaign by Rogo & Friends, the sex education movement Gummilove showcases the self-proclaimed «hottest sport in the world»—and does so by focusing on its core theme: sex. What makes it special is that this is actually shown—but in a very subtle way.
Gummilove has been committed to the sexual health of teenagers and young adults since 2009. The brand relies on collaboration with well-known freestyle athletes. In the new campaign, the brand shows young people the self-proclaimed "hottest sport in the world" and prepares them for it with a quiz.
What makes it special: Gummilove shows athletes having sex without showing athletes having sex. As with sport, it's all about the equipment and certain rules. Young people aged 13 and over can prove whether they are ready by taking an online quiz. They then receive a "Safety First Set" anonymously, including their own magazine. The website also offers young people educational videos, learning content and 25 tests created with Corinne Rietmann (sexual health specialist in education and counselling SGCH).
In addition to the commercial in two versions, the message is also being spread on social media with various colorful clip variants. The campaign was conceived by Creative Director Martin Arnold in close collaboration with Rogo Grolimund. Director Jyri Pasanen was responsible for the cinematic realization.
Responsible at the Gummilove association: Corinne and Daniel Rietmann (President and Founder), Silke Palmieri. Responsible at Rogo & Friends: Roger Grolimund (strategy, consulting); responsible for idea and realization: Martin Arnold (concept, creative direction); responsible at Tasty Pictures: Jyri Pasanen (director), Pascal Duschletta (producer), Luca Colaci (music composition and sound design), MIND - Agency for Strategy, Design, Code and Content (website); Nicolas Bürgin (graphics & illustrations), Supertext.ch (proofreading), DETAIL AG (pre-press), Ceylor (official supplier).
