Sex Education
Entertainment Activation︎Featured in:
By turning everyday conversations into public ones.
Three new ways to start the conversation, created with two of Portugal’s most talented artists.
―
MY ROLE / Concept, Art Direction
WHERE / Solid Dogma
TEAM / Pedro Pires, Ana Castanho, Rute Avelar
INVITED ARTISTS / João Maio Pinto, Wasted Rita
CLIENT / Netflix
A guerrilla takeover of napkin holders on the same campus and universities across the country. A way to get closer to the fans of the series and be the subject of conversations.
Each napkin holder was filled with original illustrations by the urban artist Wasted Rita, printed on paper napkins, approaching sex topics in a funny and outspoken way.
INTERVENTION 2 // ALPHABET SOUP GAME
A guerrilla posters with an alphabet soup game, inviting people to highlight "tabu" words that are so common when we talk about sex.
Headline: It comes in various sizes and in different positions.
Some words like: masturbation, clitoris, penetration, penis, love, vibrator, condom, vagina, arousal, among others.
INTERVENTION 3 // THE WALL
A giant OOH concept illustration by João Maio Pinto, on a massive billboard near the main University campus in Lisbon.
The illustration is inspired by the school bathroom, a setting where numerous encounters between the characters unfold.
Sex Education is the launch activation campaign for the second season of the Netflix series in Portugal, concept and art direction by Paulo Mariano at Solid Dogma. The challenge was to get attention for the launch by turning everyday conversations into public ones, staying close to a university audience. Three street interventions were created with two of Portugal's most talented artists. The first, Napkin Holders, was a guerrilla takeover of napkin dispensers across university campuses nationwide, each filled with original illustrations by the urban artist Wasted Rita, whose work often carries a charge of sexual insinuation, printed on paper napkins that approached sex topics in a funny and outspoken way. The second, Alphabet Soup Game, was a series of wild posters carrying an erotic word-search, inviting people in the street to find and highlight the taboo words so common when talking about sex, from masturbation and clitoris to condom, vagina and arousal, under the headline that it comes in various sizes and in different positions. The third, The Wall, was a giant out-of-home illustration by João Maio Pinto on a massive billboard in Entrecampos, near the main university campus in Lisbon, inspired by the school bathroom, a key setting where many of the characters' encounters unfold. Selected by Clube Criativos de Portugal. An entertainment marketing and brand activation campaign by Paulo Mariano.