Condom brand SKYN has launched a new brand campaign, created by creative agency Sid Lee Paris, to encourage consumers to enjoy the endless exploration of pleasure. But this time, the brand takes a different creative approach: censorship.
The type of censorship that sometimes constrains brands and opinion leaders with the worry that their content will get banned on social media as soon the topic of sexuality is broached.
SKYN decided to make use of an iconic graphic element of censorship, the blurred rectangle, and hijack it to feature its products. If there is one thing about blurred sections of images, it makes people wonder what’s going on behind the blur.
Sometimes, it’s even more appealing if a product only hints at what’s actually happening. In the film, the brand places their products right in the center of the blur – and you just can’t help but have your eyes drawn to them.
For the campaign SKYN developed a series of films focused on different markets in an international campaign directed by Ludovic Gontrand (Hamlet) accompanies by a series of photos shot by Félix Dol Maillot (Hamlet).
The films were shot in digital video, which gives a more intimate, immersive home-made craft that renders viewers all the more curious. The film isn’t intended to be pornographic but, rather, pique this deeply rooted human trait through a succession of sensual, and sensual, scenes that look self-shot.
“These past months we had a lot of discussions with the brand and opinion leaders specialized in sexuality,” said Creative Directors Céline & Clément Mornet-Landa.
“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.”
Credits
Advertising Agency: Sid Lee Paris
President: Johan Delpuech
Head of Creation : Céline and Clément Mornet Landa
Senior 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
LifeStyles – SKYN®
Global Marketing Strategy Director: Marta Toth
Global Brand and Content Manager: Michele Martinelli
Production: Hamlet Paris
Director: Ludovic Gontrand
Director of Photography: Clement de Hollogne
Producer: Clément Martorell, Ella Guionneau
Post-producer: Thomas Floch
Monteur Jérome Pesnel
Studio son Supersavant
Photographe Felix Dol Maillot
Prod Exe: Shot In Mars
