Worried that people's digital media obsession is getting in the way of their having sex, in Argentina KY decided to set up and sponsor a program of exercises classes designed specifically for getting you into shape for the bedroom. The "Sexercises" classes were devised with sexologists, physical trainers and porn professionals, and KY added the program to the biggest gyms in Buenos Aires. More than 5,000 people took part in the classes in two months. KY also uploaded lessons to YouTube and adult sites. DDB Buenos Aires was behind the campaign.