《Make Love Last》：以艺术之名，重新点燃亲密的力量|2025戛纳医药狮全场大奖

Core Insights - The article discusses the cultural stigma surrounding sexual health issues, particularly erectile dysfunction (ED), in China and how Viagra is addressing this through an artistic campaign titled "Make Love Last" [1] - The campaign aims to evoke emotional resonance and social discussion without directly promoting the product, thus navigating regulatory constraints [1][5] Group 1: Creative Concept - The project is a collaboration between Viagra and a Chinese visual artist, focusing on the essence of intimacy through non-verbal interactions captured in a four-hour session with real couples [2] - Long exposure photography was used to create abstract representations of emotional connections, avoiding explicit depictions while highlighting the depth of relationships [2] Group 2: Immersive Narrative - Couples were invited to a temporary art space to experience the footage of their interactions, allowing them to reflect on overlooked details and emotions [3] - This emotional engagement facilitated deeper communication among the participants, aligning with Viagra's goal of fostering dialogue [4] Group 3: Compliance and Breakthrough - The campaign adhered strictly to regulatory guidelines, avoiding any mention of product efficacy or direct branding, instead presenting the content as a "relationship initiative" [5] - The approach exemplifies a "non-promotional narrative," using art as a strategic tool to navigate compliance challenges [5] Group 4: Significance and Impact - "Make Love Last" serves as a response to the silence surrounding male sexual health issues in contemporary China, aiming to redefine the emotional connection between the brand and its users [6] - The project has been recognized as a wise expression in a challenging category, opening new discussions on sensitive topics while demonstrating that impactful creativity can emerge from restrained communication [6]