There is an expression that gained a lot of popularity amongst teens and young adults on social during the past year: “haciendo el delicioso”, which means, literally, doing the delicious. It is used as euphemism for having sex.
To launch the third season of Sex Education in Argentina, we invited a popular actress, Candela Vetrano, to do the delicious with Netflix.
Watch it on Netflix's Youtube Channel.
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Before the campaign launch, we used the freshness and ambiguity of the expression in our favor.
Cande shared a mysterious story, catching people's attention:
“People are telling me that a video of me doing the delicious leaked online".
One day after the teaser, we revealed the campaign, with a cupcake tutorial charged
with double meaning jokes and references to the third season.
It was made to recreate the kitchen of Jean Milburn, a very common scenario on the show.
The “delicious” was in fact, Aimee's cupcakes, one of the main themes of Sex Education S3. The vulva-shaped topping cake was seen in different episodes of the season. With the help of a bakery influencer, Chula Galvez, we recreated Aimee’s cupcake very precisely, but with a wide range of shapes and colors, bringing an important theme of the season to the campaign: there is no perfect vulva, all of them are beautiful.
It was an instant hit on social, gaining a lot of reach and interactions.
It was viewed by more than 2 million people on Instagram
alone in the first day, with a positive sentiment of more than 95%
on all platforms It was the first and probably the last time that
a brand in Argentina invited people to do the delicious.
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Client: Netflix. Year: 2021.
Creative / Art director: Sômolo Salvador.
Creative / Copywriter: João Oliveira.
DGC: Agustín Castellani / Pablo Vitale
DC: Fede Gozaini / Sofia Escofet
Agency: Media.Monks
Awards:
Círculo de Creativos Argentinos
Círculo de Creativos Argentinos
Bronce - Tv & otras pantallas.
