Use the buttons below.
.gif)
Context
90% of young people in Romania lack the knowledge to identify and protect themselves from sexually transmitted diseases, even though there are a lot of places to educate yourself about them. Where can we find a lot of young people? At festivals.
Given all this, Golin Bucharest came up with the amazing idea of an escape room inside two of the biggest music festivals in Romania, where people had to “escape” the past and all its prejudices when it comes to STDs.
People had to answer 5 questions in order to complete the quest and receive a goodie bag, as well as a container for a quick and modern test for STDs. How modern, we hear you ask? Very 2025 - people gave urine samples that were taken by medical drones to the nearest MedLife lab and the results came back in 24h.
Our challenge
We had to take this experiential campaign and transform it into a digital campaign that could work without all the explanation from the festival activation.
So we took a deep dive into the complex relationship that people have with STDs across time and space and came up with a curious fact.
Our solution
Present the STDs from a renaissance perspective, as per the visual direction set up by Golin, but with even more emphasis on the way people viewed sexual diseases in the ”olden days”, whether we are talking about cures, cliches or even witchery.
Timeline
PHASE 1
Tackle the shame
First we wanted to emphasize the fact that shame has no place in the modern mindset around STDs. We are all adults here and we want to solve problems like adults.
PHASE 2
Make fun of past cliches
It was important to be very tongue-in-cheek about past beliefs regarding STDs. That’s why we used the pompous language of royalty, but also the ideas of destiny to make a point about the lack of knowledge from people in other ages.
PHASE 3
Invite everybody to 2025
When it was all said and done, the message was clear: these are problems that have been around humanity since the dawn of time. But these problems have very modern solutions, that one may find at MedLife.
Results
Gallery
.png)
.png)
Conclusion
Adapting an existing campaign into a new medium is not an easy task, but it is far from impossible. While we think that campaigns should be laid out with a digital-first mindset, we have the means to give a digital twist to your on-going campaign.
But we’d love to be part of it from the very beginning.
