Italy is a country with strong Catholic roots, where talking about sex on mass media is problematic. This was the context in which Durex promoted a playful and healthy idea of sex, through a game: the challenge between cities to find the one that makes love the most. Capitalizing on Italians’ pride and historic rivalry between cities, Loveville made the whole country talking about fun and responsible sex, and obviously about Durex. The cities asked people to take a position. Than another. Another one. And a one more.