PRINT/OUTDOOR - INTERNATIONAL
CAMPAIGN (any client) - 3 or more executions (2021)
2021 PRINT/OUTDOOR - INTERNATIONAL (CAMPAIGN (any client) - 3 or more executions)
Sex Never Gets Old - Replens MD
|Title:||Sex Never Gets Old|
|Entrant Company:||The Gate|
|Client:||Church & Dwight|
|Creative Director:||Lucas Peon|
|Title of Piece:||Sex Never Gets Old - Old Kiss|
|Title of Piece:||Sex Never Gets Old - Touch|
|Title of Piece:||Sex Never Gets Old - Desire|
|Title of Piece:||Sex Never Gets Old - Intimacy|
|Art Director:||Rob Bovington, Stephen Webley|
|Account Director:||Vicky Janaway|
|Print Producer:||Robin Murray|
|Other:||Artwork: Olly Lambert|
|Other:||Strategy Lead: Kit Altin|
|Other:||Clients: Michael Benson, Rossana Doldi, Severine Remise|
|Notes:||‘Sex never gets old’ is the outdoor campaign for Replens MD, a long-lasting vaginal moisturiser. The campaign debunked stereotypes surrounding people aged 55 and over with an intimacy-focused series of authentic portraits, to tackle the taboo of ageing and sex.
We know that women suffering from vaginal dryness are often embarrassed or even ashamed; they feel sexually isolated, sidelined and invisible. The ‘Sex never gets old’ campaign engages them by seamlessly blending the product benefit and the brand point of view: Replens is the long-lasting moisturiser for a long-lasting sex life. The brand offers a positive, celebratory point of view on later life sex, and crucially values and celebrates its audience. This campaign intends to make the audience feel seen.
Outdoor was the perfect medium to celebrate sex in older life – unashamedly showing a diverse range of older people as sexual beings: aged from 50s to 90s; people of colour; LGBTQ – all over London’s transport network.
We showcase beautiful, emotional portraits of diverse couples, with the headline ‘sex never gets old’. And when you see the images, you realise how rarely we see older sensuality shown in an authentic, positive way; and how much this is needed. Reflecting real research insights about later life sex, the imagery emphasises intimacy and connection – this is not just about the sexual act.