LOS ANGELES—British adult products manufacturer Lovehoney has won a £250,000 ($330,225) ad campaign as runners up of the Ocean Out of Home ad competition.
The company won the prize in the contest which was launched in May to help kickstart the industry as lockdown restrictions eased.
Lovehoney’s “Light Relief in Lockdown” campaign, created by the company’s ad agency Brave, was praised by judges for “combining great copywriting with an obvious understanding of the consumer, based on good research.”
“Focusing on the new vocabulary of social distancing, lockdown and masks, Brave has linked this to Lovehoney’s range of products to raise a smile,” said Phil Hall, Ocean Outdoor joint managing director. “Acknowledging that some may find it risqué, the judges felt it was both cheeky and grown-up without appearing smutty or crass, leaving the viewer to find the joke by letting the logo do a lot of the work.”
Helen Balmer, Lovehoney brand and marketing director, said she was pleased with the work that went into the company’s contest entry: “We have really enjoyed working with Brave on another award winning campaign. Our aim was to create a message/campaign which not only raises a smile, but also conveys that sexual happiness can support our overall wellbeing during these unprecedented times.”
The campaign will be running from Aug. 26 to Sept. 8 as digital display boards, with the majority being placed in key locations around London, as well as one in Glasgow, Birmingham and Manchester.
For more information, visit www.LovehoneyTrade.com.
