Every year on the 16th of November, Icelanders mark the Icelandic Language Day to honor the language, spoken by a population of only 372,000 making it quite rare in the world.

Blush offers a broad range of sex toys and only a handful of them have Icelandic names. To address this issue, our radio campaign proposed an imaginative translations for a selection of sex toys, inspired either by their form or function.

We aimed to encourage Icelanders to participate in the ongoing effort to keep the language alive and evolving, aided by an unlikely ally — an adult sexual wellness store.

In a deliberate and contemplative tone, a male voice muses about the Icelandic equivalents of commonly used English names for sex toys.

The ads were received positively and generated significant attention, leading to broad own and earned coverage. The manager of Blush and a copywriter from the agency were invited to discuss the campaign on a daily radio shows and. Ultimately, the campaign proved to be a valuable addition to Blush's marketing efforts.