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...