SKYN isn’t shy about promoting the exploration of pleasure. Increasingly, media platforms are. Censorship vetoes sexual exploration. But it also makes people curious.

So Sid Lee and SKYN have used the media’s traditional obstacle to their brand mission, the blurred triangle, as a tool to promote it. The campaign’s series of films, all highly sexual, include a blurred triangle over body parts that would be censored. Each of the triangles features a SKYN product from its range of condoms, lubes, and toys, cleverly using the fact that everyone wants to see what’s behind the blurred triangle and sexual suggestion is often even more powerful than reveal.

The international campaign is made up of a series of films developed for different markets, all directed by Ludovic Gontrand, and a series of photos shot by Félix Dol Maillot, both from production company, Hamlet. The sensual films were shot in digital video to give a more intimate, home-made look that also enhances curiosity.

“These past months we had a lot of discussions with the brand and opinion leaders specialised in sexuality. While intimacy is becoming more and more openly discussed in all its forms amongst people and in the media, social media censorship remains significant when it comes to pleasure and sexuality. This isn’t conducive to understanding all facets of sexuality and does not encourage open dialogue. Inspired by pictures on social media, censored with rectangles we wanted to leverage censorship into an opportunity for SKYN to talk about intimacy and turn what might previously have stopped conversations taking place into something that drives curiosity,” explained Sid Lee creative directors, Céline & Clément Mornet-Landa.

There is also a more traditional 30-second commercial (albeit still using the blurred triangle device):

Credits:
Client: Skyn
Marketing Director: Marta Toth
Brand Manager: Michele Martinelli

Creative Agency: Sid Lee
President: Johan Delpuech
Creative Directors: Céline Mornet Landa & Clément Mornet Landa
Art Director: Adriana Guix
Head Of Production: Laetitia Neves
Account Director: Margaux André
Account Manager: Mai Lan Nguyen
Head of Social Media: Cassandre Géron
Head Of Strategy: Bruno Lee
Strategic Planner: Leah Daymon

Production Company: Hamlet
Director: Ludovic Gontrand
Director Of Photography: Clement De Hollogne
Producers: Clément Martorell & Ella Guionneau
Photographer: Felix Dol Maillot
Production Supervision: Shot In Mars