On Madison Avenue, it's often said that sex sells. But for older folks, maybe not so much. Which is why the U.K. office of Ogilvy created the "Let's Talk The Joy Of Later Life Sex" campaign for U.K. "relationship support" site Relate, and it's also why the agency won a silver award at this year's Lions Festival.
The campaign, which was conceived around an insight that only 10% of society feels comfortable talking about people 65-plus having sex, utilized some powerful black-and-white photography and clever copy lines to, well, get people talking about it.
It worked, Print & Publishing Lions jury President Liz Taylor said during a debriefing at today's virtual festival.
"I’ve never seen an older generation photographed like that," said Taylor, who is Global Chief Creative Officer of Leo Burnett, adding: "The human connection was alive and well in that work."