BATH, England — Lovehoney has received a £250,000 ad campaign as the runners-up in the "Ocean Out of Home" competition sponsored by media company Ocean Outdoor.
The prizewinning Lovehoney campaign, titled "Light Relief in Lockdown," was created by ad agency Brave and was singled out, according to Lovehoney reps, for "combining great copywriting with an obvious understanding of the consumer, based on good research."
The campaign, a series of digital display boards, launched today and will run through September 8 in "key locations around London," said the rep, as well as one apiece in Birmingham, Glasgow and Manchester.
"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," said Phil Hall, Ocean Outdoor joint managing director. "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 the company "really enjoyed working with Brave on another award-winning campaign."
"Our aim was to create a message [and] campaign which not only raises a smile, but also conveys that sexual happiness can support our overall wellbeing during these unprecedented times," she said.
Earlier this summer, Lovehoney was also the runner-up, and received a series of digital ads, as part of Ocean Outdoor's "Crucial Creative" competition designed to boost the industry as lockdown initiatives were eased.
The "out-of-home" campaign, noted a rep, is "the first of its kind for Lovehoney and demonstrates the growing, widespread acceptance of sex toys."
