Good For You

K-Y wants great sex to be the norm

With so many mental, physical and emotional benefits, sex isn’t just good, it’s good for you. And with K-Y, it can be great. This brand platform proves that K-Y brings a whole new meaning to self-care where pleasure is the ultimate unlock to holistic health.

Creatively, we celebrate pleasure as a journey that never really ends to show the freedom that comes with being sexually liberated.

Platform

Because pleasure is multifaceted, we used a prism as a visual vehicle to fully capture the spectrum of pleasure, from sexuality, gender, race and body types. The dichotomous sentence structure romanticizes the physical benefits of sex while evocatively articulating the visual nature of the physical benefits.

Film

With censorship at every turn, we had to pivot and create a film that showed the emotional benefit of feeling sexually liberated. For more on the original film, go here.

Brand Activation

While Millennial women reject the outdated clichés and stereotypes of Valentine’s Day, the one concept they’re holding on to is a happy ending, with or sans Prince Charming. In an effort to remind this empowered audience that the best way to express love to ourselves and to others is through pleasure, K-Y needed to place pleasure on a pedestal—or better yet, their nightstand.

Let’s be honest: the K-Y packaging is as outdated as chivalry. The only doors being opened for us these days are the ones leading to an uber patiently awaiting. We needed to give K-Y a makeover to show millennial women the beauty in pleasure, so we created the Pleasure Box, a premium boudoir box dedicated to safekeep everything like sex toys, lube and momentos in one cherished place.

We borrowed cues from cult-status beauty brands, like pastel colors and iridescent foil, and layered the interior to include best-selling products, and a manifesto emulating the liberation of a sex-forward society, a utopia too hot for an OLV or banner ad. The pleasure box thus became the vehicle for circumventing advertising censorship, and seeded the brand story we otherwise couldn’t tell. Five-hundred boxes were delivered to K-Y brand partners, like reality Tv sex pert Shan Boodram, to unbox on K-Y’s social channels. Notorious sex expert Cyndi Gallop “put the plaque on her wall”.