13/ — Brand × Creative Strategy — Intimy
Marketing sexual wellness to the people it's actually for.
At a glance
Tension
A category historically marketed to men, in a moment when its actual customers were done being an afterthought.
Insight
Desire starts in the head and in a category built on the male gaze, credibility means narrating it from the inside. Not women depicted; women unpacking their own thoughts, anchored in real psychology.
Strategy
“Histoires d'envies” a story-led platform of women's inner monologues, drawn as comics: intimate enough for things people don't say out loud.
A category built on the male gaze.
A category historically marketed to men in a moment when its actual customers were done being an afterthought.
Urgo Group challenged us to define the creative concept for Intimy's first-ever campaign. The category playbook was well-worn; following it would have made the brand invisible to the people it was actually for.
Her head is the subject.
Desire starts in the head. Credibility means narrating it from the inside not women depicted; women unpacking their own thoughts, anchored in real psychology.
“Histoires d'envies”: a story-led platform of women's inner monologues stories told by women, grounded in psychology, and drawn as comics: an illustrated form intimate enough for things people don't say out loud, and frank in a way live-action casting never could be. The product stops being the subject; her head does.
Directed by Alexandra Bergy, Illustration: Amanda Heing
From the inside
Not women depicted women narrating their own thoughts.
Grounded in psychology
Interviews with sexologists and specialists anchored every story in truth, not trope.
Drawn as comics
An illustrated form intimate enough for the unsaid and franker than casting could ever be.
Every channel, one voice
TV, print, digital, social and influencer seeding all speaking directly to her.
A quiet category, talking.
+10% lift in brand awareness among thirtysomething consumers.
400K+ social mentions — a category people supposedly don't talk about, talking. 300K+ organic YouTube views on the story-led films and 20K+ monthly visits to the branded Tumblr hub, across a four-spot TV campaign and a digital ecosystem spanning YouTube, Twitter, site takeovers and influencer seeding.