PRINT/OUTDOOR - INTERNATIONAL (CAMPAIGN (any client) - 3 or more executions)

Sex Never Gets Old - Replens MD - Replens MD JPG
Sex Never Gets Old - Replens MD - Replens MD JPG
Sex Never Gets Old - Replens MD - Replens MD JPG
Sex Never Gets Old - Replens MD - Replens MD JPG

Sex Never Gets Old - Replens MD
Replens MD

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Sex Never Gets Old - Replens MD - Replens MD

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Title: Sex Never Gets Old
Brand: Replens MD
Product: Replens MD
Entrant Company: The Gate
Agency Network: MSQ
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
Photographer: Douglas Kirkland
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.