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2025 turned Lisbon into the European capital of freedom. For one week, the streets were filled with every color, sound and rhythm of EuroPride. And Durex was there. Not as a mere spectator, but as an advocate for pleasure, respect and inclusion.
LPM embraced the movement and designed an activation impossible to ignore: a bus transformed into a freedom icon, a DJ on board, beats echoing through the city and an energy that lit up everyone who crossed its path. It was more than a party: it was a living statement that pleasure belongs to everyone, without barriers or prejudice.
Value for the audience
On the streets, hugs, smiles and meaningful messages multiplied. Online, the movement grew even stronger: nine influencers brought the activation to life, with over 50 original contents made, reaching more than 750,000 people and generating an Earned Media Value of nearly 100 000 euros.
The experience was amplified by both national and international media: CNN Portugal, RTP, SIC Notícias, EFE, AFP and Associated Press put Lisbon and Durex under the global spotlight.
For those who lived EuroPride, one thing was clear: this was a brand that wasn’t just present, but stood side by side with the community. A brand that declared, without hesitation: the freedom to be and to love is a right worth celebrating.
Value for the brand
Much more than a street activation, Durex’s participation in EuroPride Lisbon 2025 was a powerful narrative, created and amplified by LPM, that turned a campaign into a manifesto and an event into a platform with purpose.
Through a bold, sexy and culturally relevant strategy, Durex strengthened its identity as an inclusive brand, close to people and credible in its support for sexual health. At the same time, LPM consolidated its role as a strategic partner, capable of creating stories that inspire, generate real impact and earn the global stage.
It was pride. It was celebration. It was history.
And we are very proud of it.