Prémios Lusófonos - Brief Aberto
Shortlist 2024
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CONTROL
In addition to the multi-media campaign, we created an extension of the concept with a stand-up comedy show sponsored by CONTROL.
A stand-up show tackling topics related to sex and sex toys.
CONTROL, a well-known Portuguese brand of condoms and lubricants for over 48 years, recently launched a range of sex toys. Despite a strong social media presence with 459K Instagram followers, the brand struggled to convert its fanbase into customers for these new products.
To address this, CONTROL leveraged Portugal's stand-up comedy boom, using humor to promote its new line. The campaign, "Take the play time seriously", combined popular comedians with CONTROL’s products, aiming to normalize and educate about the use of sex toys while reinforcing the brand's commitment to quality and pleasure.
Finally, we developed an official launch event for CONTROL's range of sex toys with a playground for adults, where there were oversized toys such as inflatables, seesaws, a ball pool, etc. At this event we would also have talks given by sexologists about the new range of CONTROL products, and a comedy moment with a sexologist and the comedians.
