When it comes to sex – and the success of carpe diem ad campaigns – timing is everything. So at 10 am on Wednesday, November 15, when Australia’s postal vote on marriage equality was announced and the Yes side won with a 61.6% majority, SKYN condoms was ready with an ad all about yes.
In fact, it’s called Yes, Yes, Yes. The film is a montage of of street interviewees enthusiastically expressing their support for the Yes vote. If the ad reminds you of an orgasm, that’s not all in your mind. It was in the minds of Sid Lee’s creatives also.
Sid Lee also posted several Instagram teasers for SKYN in the days leading up to the results, featuring profiles of people framed by quotes – the answer to what makes them say “yes” in the bedroom and why they were voting “yes”.
And completed the campaign with an e-commerce activation, matching the percentage of “yes” votes with a 61% discount on all online purchases.
The world had been watching Australia struggle to achieve marriage equality…
…from New York
SKYN’s entire online store sold out in under 6 hours.
Advertising Agency: Sid Lee Paris
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline & Clément Mornet Landa
Art Director: Sophie Dherbecourt
Copywriter : Max Harrington
Head of Strategy: Alex Pasini
Strategist : Ambroise Soulé & Patrice Zamy
Head of Production: Thomas Laget
Deputy Managing Director: Mehdi Benali
Account Director: Héloïse Marchal
Account Manager: Trisha Mitra
Production company: In The Thicket
Executive Producer: Genevieve Triquet
Client: LifeStyles Healthcare – SKYN
Chief Executive Officer: Jeyan Heper
Vice President Global Marketing: Matthew Groskorth
Associate Director, Global Marketing SKYN: Marta Toth
Global Brand Marketing Manager SKYN: Nicolas Woussen