There have been very many campaigns aligning themselves with the 50th anniversary of the moon landing, but none like this. Sid Lee Paris and Skyn have seized the moment to encourage people to explore their own bodies. What a wonderful premise they’ve found.
It all begins with a simple fact, that decades after we first set foot on the moon, the idea of self-exploration is still considered taboo and sex toys remain illegal in many places.
The campaign film, which promotes the condom brand’s line of sex toys, uses historical footage from NASA (and some attention-holding visual devices), asks, “We were never afraid of exploring planets located millions of miles from us, so why then are we so afraid to explore our own bodies?” It ends with the clarion call, “Let’s look at intimacy as freely as we see outer space. Explore yourself.”
Accompanying the film is an outdoor campaign featuring the tagline, Exploring space is wonderful. Exploring ourselves should be too. And on the actual moon landing anniversary, the partners sent billboard trucks to circle the headquarters of NASA in Washington, D.C. and SpaceX in L.A.
Agency: Sid Lee Paris
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline & Clément Mornet Landa
Art Director: Ludovic Gontrand
Copywriter: Max Harrington
Head of Production: Thomas Laget
Producer: Francois Breteche
Video Editor: Yoann Plard
Head of Strategy: Bruno Lee
Strategic Planner: Patrice Zamy
Managing Director: Mehdi Benali
Account Director: Héloïse Marchal
Account Manager: Trisha Mitra
Client: Lifestyles – Skyn
President & General Manager: Jeyan Heper
Global Marketing Strategy Director: Marta Toth
Global Brand Marketing Manager: Nicolas Woussen