Skyn’s primary target audience travels. And while most hotel guides promote all the fun things they can do outside their accommodation, Skyn was never going to do that.
Skyn’s brand purpose is intimacy for more pleasurable sex. For Skyn, sex is the most fun thing you can do on a holiday. So its agency, Sid Lee, created a hotel guide called Places of Intimacy, a compilation of the 30 best places around the world to get intimate.
Places of Intimacy was curated by GQ Magazine/Conde Nast Traveller, based on the first-hand reviews of 12 couples, or “intimate travellers,” recruited from a global casting. Details like the most spacious bath, the most resistant curtains, the wildest carpet, or the mirrored room, mattered.
Some of its suggestions include:
- Against the pillars at L’appartement in Marseille, France
- Hanging from the chandelier at Hotel St. Hubertus, Brazil
- In front of the fireplace at Rush Creek Lodge, Yosemite
- Crawling up the stairs at Hotel VDL Stanley, Australia
“After orchestrating a global casting via a digital experience that couples accessed through their smartphones, we recruited 12 couples. For 3 months, we sent them to dozens of hotel rooms across the globe to test Skyn products (in ideal conditions) and tell us about the intimate spots that inspired their intimacy. In the guide, you’ll discover the photos and stories that they shared with us,” commented, Céline and Clément Mornet-Landa, creative directors at Sid Lee Paris.
The book guide, designed by French design house, Irradié, was sent around the world. The digital version was created with Stink Studios, and provides a peek into 30 sensual stories and the highly-detailed, incredibly specific places recommended.
“As the brand that champions intimacy, we were set on creating a global experience that imparts our Feel Everything promise in allowing our consumers to be a part of it. This is our testament that intimacy can indeed be found anywhere and everywhere, and an invitation to our consumers to go on a trip and explore,” explained Jeyan Heper, president and general manager sexual wellness global business unit at Ansell.
Advertising Agency: Sid Lee Paris
Chairman & Executive Creative Director: Sylvain Thirache
President: Johan Delpuech
Creative Directors: Céline & Clément Mornet-Landa
Copywriter: Simon Lamasa
Art Director: Olivier Bodet
Head of Strategy: Alex Pasini
Strategists: Ambroise Soulé & Patrice Zamy
Group Business Director: Mehdi Benali
Account Director: Héloïse Marchal
Account Manager: Trisha Mitra
Head of Production: Thomas Laget
TV Producer: Marine Redon
Print Producer: Julia Flusin
Head of Digital Production: David Bismut
Digital Producer: Clément Cassajus
Production Company: Agence 80
Director: Thomas Kelly
Design House: Irradié
Printing House: Koryo
Designer: Stink Studios
Developer: Stink Studios
Client: Lifestyles Global – Skyn
Chief Executive Officer: Jeyan Heper
Vice President Global Marketing: Matthew Groskorth
Head of Strategic Planning – Global Marketing : Marta Toth
Global Brand Lead SKYN®: Nicolas Woussen