Lovehoney launches £250,000 outdoor campaign to ‘raise a smile’ during lockdown

Global sexual wellness brand Lovehoney is running outdoor adverts in key location across London after winning the creative space in Ocean Outdoor’s Crucial Creative Competition.

The ‘Light Relief in Lockdown’ campaign was created for Lovehoney by Brave.

The two week campaign runs from now until September 8 on digital display boards located at the busy Gypsy Corner junction of the A40, the Holland Park Roundabout next to Westfield Londonshopping centre, Meridian Steps and Northern Ticket Hall at Westfield Stratford, Hammersmith Broadway, the Eastern Lights on the A13, High Street Kensington and the Two Towers at Canary Wharf.

The campaign was praised by competition 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: “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.”

Lovehoney was one of three joint runners-up in Ocean’s Crucial Creative Competition. Winners Innocent Drinks won £500,000 of screen space for first prize.

The competition was organised to help rally advertisers, agencies and communities as Covid-19 began to ease.

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Client 

Head of  Marketing: Elaine Sosna

Marketing Director: Helen Balmer

Agency

Copywriter: Drew Haselhurst

Art Director: Dipesh Mistry

Creative Director: Caroline Paris

Creative Director: Paul Pearson

Design Director: Lee Robins

Designer: Rupert Knowlden  

Animation: Rokabye Studios

Account Director: Charlotte Gladwin

Business Director: Claire Knowles

Producer: Zara Montagu-Leon

Source: Ocean Outdoor

  Helen Balmer, LoveHoney, Ocean Outdoor, Phil Hall