A brand of condoms Skyn decided to celebrate the long-awaited Valentine’s Day.Valentine’s Day) in a broader and more inclusive way. In partnership with creative services company Sid Lee, the campaign seeks to break the heteronormative patterns that permeate advertising aimed at couples and romantic couples.
This time, two queer people, two trans women, one polysexual and 4 non-binary women are added to this equation who explore the freedom of love on this commemorative date. The campaign title also attracts inclusion, changing the traditional name of the day to “Vallentine’s Day”, with the word “all” in the middle.
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“Valentine’s Day has always been a heterosexual and binary celebration, it was time for a brand to end it including everyone,” explain Sid Lee Paris Creative Directors Celine and Clemente Mornet-Landa.
The campaign will run in the US, UK, Italy, Poland and France; having adapted narration with influencers from each region.
Agency: Sid Lee Paris
President: Johan Delpuech
Executive Creative Director: Sylvain Thirache
Creative Directors: Céline and Clemente Mornet-Landa
Art Direction: Olivier Bodet
Copywriter: Max Harrington
Producer: Julia Bakola
Head of Strategy: Bruno Lee
Planner Estratégico: Leah Daymon
Director of Operations: Antoine Ferrari
Account Manager: Paul Pieuchot
Director of Marketing and Global Strategy: Marta Toth
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