For “Movember” 2024, the month of prostate cancer prevention and men’s prevention in general, SIU – Italian Society of Urology asked Connexia to develop a creative communication campaign to inform and invite users to a check-up.

Connexia created the SIUperhero concept to highlight how prevention is a true superpower, even in urology. The campaign emphasizes that a simple urological check-up is the first step in detecting many male urological diseases. The hero, SIUperhero, lives as a superhero, but when he hears the sound “DRIIIN,” he transforms into an ordinary mortal and goes for a check-up, showing that no one is invincible against these risks. The campaign ran in Grandi Stazioni Retail and was amplified on SIU’s official channels.

Creativity, Video Production