Are temperatures hotter than sex? On the occasion of a new scorching summer, Control comes forward with a provocation on global warming and launches a kamasutra revisited from an environmental perspective: the Klimasutra. Yes, because against global warming we must take strong positions.
Behind the irreverent and ironic tone of voice that distinguishes the brand, there is a very clear message: climate change does not only threaten the environment, but also people’s sexual well-being. According to a study in the Journal of Environmental Health, rising temperatures and air pollution have been associated with a decrease in sexual desire, with a decrease in libido of up to 20% in periods of extreme heat.
“The brand’s mission has always been to promote people’s well-being. With ‘Kilmasutra we want to extend our attention to the planet, offering the quality of sexual life as further food for thought on a topic that is becoming urgent from many points of view” – says Federica Conte, Senior Marketing Manager of Control.
The campaign is linked to a first concrete action of social responsibility: in collaboration with ZeroCO2 the brand is committed to planting 1000 trees, to support not only the fight against global warming but also the communities of female workers in the territories of Tanzania.
“Our challenge as strategic and creative partners of Control is to identify themes relevant to people’s sexual well-being and the credibility and tone of voice of the brand offer us the opportunity to interpret them in an ever-original way. The Kilma Sutra is our way of addressing one of the greatest challenges of our time in a provocative and memorable way” – comments the Creative Director of Together, Erika Mameli.
The activity includes a launch video and a content strategy that combines irony and an educational approach. Behind the positions, ironically proposed to protect oneself from the heat, there are actually a series of suggestions for implementing more virtuous and sustainable behaviors, as well as a comprehensive reflection on the impacts that climate change has on sexuality.
Both the creative and media planning are by Together.
Credits
Creative Director: Erika Mameli
Art Director: Francesco Dal Bò
Junior Art Director: Valentina Rolleri
Copywriter: Pietro Cremonesi
Illustrator & Motion Designer: Valentina Redivo
Discovery & Strategy Director: Michela Noè
Junior Strategist: Camilla Conconi
Content editor: Sofia Bettio
Community & Content Manager: Lucrezia Mondora
Account Coordinator: Federica Ciappi
Junior Account: Verdiana Maria Peron
Performance coordinator: Giuseppe Coppola
