Brand × Creative Strategy — Intimy × Serviceplan
Putting women first: a purposeful shift in sexual wellness marketing.
At a glance
Challenge
Define the creative concept for Intimy's first-ever advertising campaign launching the brand into culture with impact and intention.
Approach
One insight, rigorously pursued: female desire isn't an afterthought;it's the story. “Stories of Desire,” guided by sexologists and experts in female psychology.
Impact
A cross-platform campaign that ignited a cultural conversation around sexual wellness: 400K+ social mentions and a +10% lift in brand awareness.
Launching with impact.
A first-ever campaign is a brand's one chance to define itself before the category does it for them.
Urgo Group challenged us to define the creative concept for Intimy's first-ever advertising campaign launching their condom brand into culture with impact and intention.
The category playbook was well-worn. Following it would have made Intimy invisible.
Her desire is the story.
Condom ads kept selling performance. But for women, that wasn't the turn-on.
Guided by interviews with sexologists and experts in female psychology, we created “Stories of Desire” a campaign that rewrites the script with bold, unapologetic tales of modern female sexuality. Designed for every channel, it ditched the male gaze and spoke directly to women with honesty, depth and desire.
The insight
Female desire isn't an afterthought it's the story. Everything followed from that reframe.
Expert-guided
Interviews with sexologists and specialists in female psychology grounded the creative in truth, not trope.
Stories of Desire
A series of bold, unapologetic tales of modern female sexuality story-led, not product-led.
Every channel, one voice
An integrated system spanning TV, print, digital, social and influencer seeding all speaking directly to her.
"Female desire isn't an afterthought it's the story."
A cultural conversation around desire.
Four TV spots and a digital ecosystem spanning Tumblr, YouTube, Twitter, site takeovers and influencer seeding.
The branded Tumblr hub drew 20K+ monthly visits, story-led content earned 300K+ organic YouTube views, and 400K+ social mentions ignited a cultural conversation around sexual wellness with a +10% lift in brand awareness among thirtysomething consumers.