Skyn Condom, part of LifeStyles Healthcare, has launched a new multinational digital and social campaign called “Save Intimacy.”
The campaign, created with Sid Lee Paris celebrates “technology that brings you together.” The video that anchors the campaign is set in a somewhat disturbing but not-so-distant future where technology has taken over human interactions. But there’s a happy ending.
The campaign is designed as a showcase for the brand’s use of technology to offer what it calls a “revolution in the bedroom--one designed to let users feel everything with their partner.”
According to the agency, technology is putting a damper on our sex lives. “When Netflix launched, for example, sexual relations dropped 10%,” stated Mehdi Benali, managing director at Sid Lee Paris. “Today, it’s easier to look at strangers’ everyday lives on Instagram than it is to meet someone in person.”
“With ‘Save Intimacy,’ our aim was to strengthen Skyn’s brand message by putting sexuality at the heart of both the social and sensual discussion,” added Marta Toth, head of strategic planning-global marketing at LifeStyles Healthcare. “We needed to shift away from functional speech to speak to a target that does not want to, and should not have to choose between safe sex and great sex.”
The campaign will activate in the United States, Canada, Brazil, France, Poland, Italy, UK and Australia.