When it comes to sex and sexuality, barely anything is more connected to clichés and prejudices. Advertising, art, literature and society offer stereotypes, which give young people a false picture about what matters when it comes to sex and sexiness. ANSELL – one of the global, leading condom manufactures wanted to bring back confidence to young people that just started their sexual journey. The “Smart is Sexy” campaign questions todays society when it comes to the values of sex and sexuality. The campaign brings back confidence to young people by encouraging them to embrace sexiness in different forms like intelligence, confidence, open-mindedness and more.
Philosophy
“Smart is Sexy”. Instead of talking about “sex clichés”, engage with the audience by redefining what sexiness nowadays really means to them. By developing content that leverages the specific mechanisms of Facebook and YouTube, we effectively make our audience stop, listen, and interact with us.
Problem
Unite and reposition the worldwide Ansell “Motherbrands” (Lifestyles, Blowtex, Manix, Mates, Akuel, Unimil, Jissbon) as the most aspirational sexual wellness brand for millennials in each market – using mainly digital channels as the vehicle.
Result
With a post click rate of more than 9% on Facebook - three times more than the category average - the campaign was a huge global success. With millions of views and thousands of comments on Facebook ANSELL started a conversation amongst young men and women about what really matters when it comes to sexiness.