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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.
________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 scenarioon the show.
See the tutorial on Cande's Instagram account      |      See the vulva gallery on Netflix's Instagram.
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 Instagramalone in the first day, with a positive sentiment of more than 95%on all platforms It was the first and probably the last time thata brand in Argentina invited people to do the delicious.* * * * *
Client: Netflix. Year: 2021.Creative / Art director: Sômolo Salvador.Creative / Copywriter: João Oliveira.DGC: Agustín Castellani / Pablo VitaleDC: Fede Gozaini / Sofia EscofetAgency: Media.MonksAwards:​​​​​​​Círculo de Creativos ArgentinosBronce - Tv & otras pantallas.​​​​​​​​​​​​​​