Make love. Not war. How to talk about sex to an entire city?

Nonsanta is an erotic brand that doesn’t fit the usual sex shop stereotypes. More subtle and modern, the space is focused on women’s desires, fantasies and passions. Nonsanta started its activities recently in Belo Horizonte, Brazil, and therefore was largely unknown.

Although there was the need for promotion, the budget for the first campaign was restricted and the need to make an impact was high.

Since sexual pleasure is often compared to an explosion, we made an analogy with the images of fire weapons at the moment of shooting. The concept ‘make love, not war”, classic pacifist slogan used by the 60’s libertarian youth finished up the ads. The posters’ signature consisted of only the brand Nonsanta with no site address or any other indication about the company’s business. The intention was to generate curiosity and buzz around the brand, and connect it to its essence: the sexual act, in a fun and pleasant way.

The posters generated buzz around a then unknown brand: searches for ‘Nonsanta’ on Google increased and therefore the number of the company’s web page hits. In a simple and inexpensive way, we talked about sex to the whole city and increased the brand awareness.