FiXXXodent Adult Camp

Creative idea

Aging comes with plenty of issues. Even more so in Romania, where society still thinks elderly should stop living an active life. But only 7% of them agree with this stereotype! 66% claim it’s never too late for casual dating! Surely, having their teeth in place, helps a lot with their confidence. Claiming “life with more bite”, Fixodent wanted to challenge the stigma around aging. Welcome to Fixxxodent Adult Camp! We repurposed a traditional therme feat. tantric massage & Kamasutra, romantic dinners and steamy parties. Through a full 360 campaign (OOH, Radio, TV, digital) the elderly were invited to win a stay in the Camp by participating in a promotion.

Brand name: Fixodent
Advertiser / client: P&G
Product / service: Fixodent
Campaign name: FiXXXodent Adult Camp
Agency network: LEO BURNETT
Agency: Leo Burnett Romania
Media agency: EssenceMediacom
Digital agency: Leo Burnett
Production company: Digital Spirit
Web address: https://www.youtil.ro
Executive creative director: Jorg Riommi Chief Creative Officer CEE, Vasilije Corluka ECD
Creative director: Irina Becher, Andreas Aron
Art director: Viorel Holovach
Copywriter: Serban Tudorache
Designer: Viorel Holovach, Ionut Moscu
Account director (agency): Andreia Anghel
Client account director: Ioana Motei
Media director: Andreea Platon
Managing director: Diana Alexa
Strategic planner / strategist: Corina Bratu
Senior planner: Corina Bratu
Pr director: Nicoleta Iancu
Film production: Bianca Naumovici-Bella
Director: Constantin Popescu
Director of photography: Radu Voinea
Music: Blue Island
Agency producer: Bianca Naumovici-Bella
Post production: Digital Spirit
Additional company: Ioana Gherghe, Stella Rousogiannaki, Ileana Cocias