Lovehoney has won a £250,000 ad campaign as runners up of the Ocean Out Of Home competition. The series of digital ads come after Lovehoney scooped up the runners up prize in media company Ocean Outdoor’s recent Crucial Creative competition, which was launched back in May to help kickstart the industry as lockdown eased.
The ‘Light Relief In Lockdown’ campaign was created by Lovehoney’s ad agency Brave and was praised by judges for ‘combining great copywriting with an obvious understanding of the consumer, based on good research.’.
Phil Hall, Ocean Outdoor joint managing director said, “Focusing on the new vocabulary of social distancing, lockdown and masks, Brave has linked this to Lovehoney’s range of products to raise a smile. Acknowledging that some may find it risqué, the judges felt it was both cheeky and grown-up without appearing smutty or crass, leaving the viewer to find the joke by letting the logo do a lot of the work.”
Helen Balmer, Lovehoney Brand and Marketing Director, said: “We have really enjoyed working with Brave on another award winning campaign. Our aim was to create a message/campaign which not only raises a smile, but also conveys that sexual happiness can support our overall wellbeing during these unprecedented times.”
The campaign will be running from the 26th August until the 8th September as digital display boards, with the majority being placed in key locations around London, as well as one in Glasgow, Birmingham and Manchester.
This out of home campaign is the first of its kind for Lovehoney and demonstrates the growing widespread acceptance of sex toys.