Creativity

This App Lets Men Find Out First If Their Partner Is Pregnant

Italy's Tissue Brand Tempo Aims to Be More Emotionally Relevant With Project

By Alexandra Jardine. Published on Apr 28, 2017

Editor's Pick

In Italy, tissue brand Tempo has developed a pregnancy test that lets men find out their partner is pregnant first, and be the one to break the news.

The project was conceived by agency DLV BBDO in Milan as a way of making Tempo more relevant to today's consumers, after it found the 80-year-old brand was more associated with illness and hygiene rather than with happy moments.

Tempo's research showed that the moment a woman finds out she's pregnant is a rather solitary experience -- only 28% of women discover the news in the presence of their partners, whereas men get to hear the news all in sorts of different ways. So, the "pregnancy test for men" sends the result of the test to an app which alerts the man first, rather than showing the woman the result.

According to the agency, the project has stirred up a national debate, with some conservatives and feminists attacking the idea and national press such as La Repubblica discussing it.

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About

Credits

Date
Apr 28, 2017
Agency:
DLV BBDO Milan
Client:
Tempo
Executive Creative Director:
Federico Pepe
Executive Creative Director:
Stefania Siani
Creative Director:
Michele Picci
Creative Director:
Andrea Jaccarino
Copywriter:
Valentina Amenta
Copywriter:
Monica Carallo
Art Director:
Francesca Montrucchio
Head of Digital:
Ilaria Mosca
Integration:
Ilaria Mosca
Head of Social Media:
Nicola Guarino
Social Media Strategist:
Carlo Crudele
Account Director:
Marina Mastandrea
Account Executive:
Marta Lucattelli
Strategic Planner:
Alessandro Mese
Head of Production:
Alessandro Pancotti
Creative Technologist:
Paul Tapia
UX Designer:
Paul Tapia
Project Manager:
Roberto Nuccio
Head of Design:
Luca Anania
Designer:
Alice Fattore
Director:
Matteo Masin

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