Cannes Lions
SID LEE, Paris / SKYN / 2023
Overview
Entries
Credits
Background
SKYN wanted to launch a brand campaign, to once again encourage
consumers to enjoy the endless exploration of pleasure.
But how to communicate on sexual wellness when censorship constrains
brands and opinion leaders who see their content banned when they talk
about sexuality? A censorship that stands as a barrier to the freedom of
exploring the body, pleasure and sexual fulfillment.
Execution
The campaign were shot in digital video, which gives a more intimate,
immersive home-made craft that renders viewers all the more curious. It
isn’t intended to be pornographic but, rather, pique this deeply rooted
human trait through a succession of sensual – and extra sensual – scenes.
And thanks to this, censorship can go even further in showcasing intimacy.
Outcome
The business results were not communicated by the brand yet as the
campaign is still running in several countries. As the global brand is
handled in France we only have the media buying for France as the
different markets handle the media buying on their sides. So in France, the
campaign runs on TF1 and M6 groups channels which are the most
popular tv channels in France but also on DOOH with 749 screens / 3.5 M
impressions.
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