FiXXXodent Adult Camp

Creative idea

Aging comes with plenty of issues. Even more so in Romania, where society still thinks that once people get old, they should stop living an active life. But only 7% of the elderly agree with this stereotype! 2/3 claim it’s never too late for casual dating! Of course, having their teeth in place, helps a lot with their confidence. Fixodent, wanted to challenge the stigma around aging and live up to its “life with more bite” promise. Welcome to Fixxxodent Adult Camp! We repurposed a traditional therme, where we invited elderly Romanians to win a place and have fun! From tantric massage to Kamasutra classes, romantic dinners and steamy parties.

Brand name: Fixodent
Advertiser / client: P&G
Product / service: Fixodent
Campaign name: FiXXXodent Camp
Agency network: LEO BURNETT
Agency: Leo Burnett Romania
Media agency: Mediacom
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