Here’s an awkward film. An everyday film about an awkward truth. In the contest between sex and devices, devices are winning.

As we near 50 years since the birth of the sexual revolution, we’re faced with an all too real reality. We’re having less sex now than we did a generation ago. For the first time since the second World War, love-making rates are going down.

Condom and lubricant brand, Skyn, has set out to save intimacy. And French agency, Sid Lee, has created the film to jolt sex drives back into gear. It’s set in the not too distant future. Universal dependence on smartphones, tabs, VR and technological innovations has obliterated fundamental human connection. Feel familiar already?

“We needed to shift away from a functional speech to speak to a target that didn’t want to choose between safe sex and great sex,” explained Marta Toth, global marketing director, Skyn.

“Today it’s easier to look at strangers’ everyday lives on Instagram than it is to meet someone in person. When Netflix launched, for example, sexual relations dropped 10%”, explained Céline and Clément Mornet-Landa, creative directors, Sid Lee Paris.

The Save Intimacy film was directed by Terence (Insurrection), winner of the Craft Grand Prix at last year’s Cannes Lions.

“Our aim was to strengthen Skyn’s brand territory by putting sexuality at the heart of both the social and sensual discussion,” added Mehdi Benali managing director, Sid Lee Paris.

The brand film is the first chapter in Skyn’s new platform and purpose: defending intimacy.

At this year’s Cannes Lions, chief executive officer of Lifestyles Healthcare, Jeyan Heper, and senior vice president of Sid Lee Global Alliances, Alex Pasini, will take their audience behind the scenes of Skyn’s work, discussing the campaign, the insights behind the creative output like Places of Intimacy hotel guide and how it all came to be.

Cannes Lions session details:

Behind the Work: Feel Everything

Tuesday, June 19 – Behind the Work Stage, Palais II

1:30 PM-2 PM

Credits:

Advertising Agency: Sid Lee Paris 

Chairman & Executive Creative Director: Sylvain Thirache

President: Johan Delpuech

Creative Directors: Céline & Clément Mornet-Landa

Managing Director: Mehdi Benali

Copywriter: Max Harrington

Art Director: Ludovic Gontrand

Strategist: Patrice Zamy

Account Director: Héloïse Marchal

Account Manager: Trisha Mitra

Head of Production: Thomas Laget

TV Producer: Marine Redon

Production Company: Insurrection

Director: Terence Neale 

Director of Photography: Zack Spiger

Executive Producer: Mounia Mebarki

Line Producer: Elsa Rodach

Production Services: Family

Post-Production: Mathematic

Post-Producer: Julie Lagadec

Editor: Adriana Legay

Colourist: Laurent Ripoll

Client: SxWell – SKYN

Chief Executive Officer: Jeyan Heper

Vice President Global Marketing: Matthew Groskorth

Head of Strategic Planning- Global Marketing: Marta Toth

Global Brand Marketing Manager: Nicolas Woussen