PARIS, FRANCE – This Valentine’s Day, condom and lubricant brand SKYN® wanted to turn the holiday into Vallentine’s Day, a day to celebrate all types of love and show that the day should be about every one. Until recently, the holiday was exclusive to couples, with cheesy rom-coms and “his and hers” products bombarding aisles. Last year, the condom and lubricant brand celebrated different kinds of love through their campaign, “Pleasure is an Endless Exploration,” featuring a cheeky twist on “Head, Shoulders, Knees, and Toes.” This year, in 2022, the brand wanted to bring that sense of freedom to Valentine’s Day and expand it beyond just couples with a new global campaign created by Sid Lee Paris.
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Using the date, 2.14.2022, the brand played off the notion that love doesn’t have to be one man and one woman, there are endless possibilities. Two queers, two transwomen, one polysexual, four binary women… Valentine’s Day shouldn’t be exclusive, and SKYN® wanted to center their new campaign for their bundled products on that notion, with a film that demonstrated their reach towards all kinds of love. “Valentine’s Day has always been a binary heterosexual celebration, it was about time that a brand ended that by including everyone,” explained Sid Lee Paris’ Creative Directors Celine and Clement Mornet-Landa.
The campaign, which will run in the US, UK, Italy, Poland, and France, highlights the different variables possible and is adapted locally with voiceovers narrated by regional influencers.
CREDITS
Advertising Agency: Sid Lee Paris
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline and Clément Mornet Landa
Art Director: Olivier Bodet
Copywriter: Max Harrington
Producer: Julia Bakola
Head of Strategy: Bruno Lee
Strategic Planner: Leah Daymon
Operations Director: Antoine Ferrari
Account Managers: Paul Pieuchot
Client: LifeStyles – SKYN®
Global Marketing Strategy Director: Marta Toth
