IADE students win Prémios Lusófonos da Criatividade

The Lusophone Creativity Awards are part of an international festival based in Portugal, dedicated to projects in the advertising and communications markets. Within the event, the Open Briefing stands out, which is a category that embraces young people under the age of 30.

IADE students had to create a campaign for Control so that the brand's official website would gain more traffic and, consequently, more confidence in buying sexual products online.

In the "Student" subcategory, Gonçalo Figueiredo wanted to combine sensuality with the concept of self-control of one's own experience, as a reminder of the awareness and importance of the balance between giving in to pleasure and controlling the moment. "Feel the pleasure, control the moment" is a campaign for a getaway for two that unites CONTROL and IKEA. In this partnership, the companies together represent the reflection of a healthy relationship in the collaborative discovery of Control products within IKEA family environments. By placing customers at the center of the experience, a more effective connection with the brand would be promoted, resulting in organic reactions. The message would be shared through collaborative Control and IKEA publications. This is how it won first place.

In the "Young creatives" subcategory, Beatriz Almeida teamed up with a friend, Henrique Santos, to create "Cenas implícitas", which won gold.

In the same subcategory, the two IADE students, Patrícia Barros and Gonçalo Alves, took third place and thus the bronze trophy with their campaign "If it's good to give to others, imagine giving to yourself". Patrícia Barros and Gonçalo Alves tell us that they realized that there is some "fear" about buying sex toys and investing in sexual well-being. What's more, the project was developed on the brink of the Christmas season, which led to the project's basic question: "People easily spend a lot of money on others, but why are they afraid to invest in their own pleasure?".

Patrícia and Gonçalo looked for a way to show people that they can invest in their own pleasure and thus came up with the campaign's main slogan: "If it's good to give to others, imagine giving to yourself", which consequently unfolded through various strategic means. From the creation of publications and awareness initiatives on control's website on social networks, to bolder SEO, and even the creation of a videocast to make control's website a point of sharing about "tasteful games".