STORIES OF DESIRE
Putting Women First: A Purposeful Shift in Sexual Wellness Marketing
Launched a condom campaign that redefines intimacy - earning her trust, sparking her desire & driving engagement.
Challenge
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.
Rewriting the script with bold, unapologetic tales of modern female sexuality.
Approach
Condom ads kept selling performance. But for women, that wasn’t the turn-on.
Our insight? Female desire isn’t an afterthought — it’s the story.
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, this integrated campaign ditched the male gaze and spoke directly to women — with honesty, depth, and desire.
Outcome
- Delivered a cross-platform campaign featuring 4 TV spots and a digital ecosystem spanning Tumblr, YouTube, Twitter, site takeovers, and influencer seeding.
- Drove 20K+ monthly visits to the branded Tumblr hub.
Generated 300K+ YouTube views, organically fueled by shareable, story-led content. - Sparked 400K+ social mentions, igniting a cultural conversation around sexual wellness.
- Achieved a +10% lift in brand awareness among thirtysomething consumers.
Agency: ServicePlan Group
Year: 2013
Role: Brand & Creative Strategy + Connections Planning
Ambitious brand vision?
Let’s bring it to life.
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