Smart = Sexy – Reframing sexiness in a digital-embedded way

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Campaign details

Brand: Lifestyles, BlowtexBrand owner: LifeStyles Healthcare (previously Ansell) Lead agency: +KNAUSSCountry: Brazil, United StatesIndustries: Contraceptives, family planningMedia channels: Online video, Social mediaBudget: Up to 500k

Executive Summary

Sex sells. But smartness sells even better. The Ansell "Smart = Sexy" case in Brazil and the USA demonstrates how seamless thinking between brand strategy, creative execution and media implementation led to big-scale results, even for a small-scale player, without violating any "sexually suggestive" advertising guidelines.

Our challenge was to engage a young, male-centric audience through efficient digital-reach channels...

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