Here's an interesting switcheroo: you can't use sex to sell sex. For an outdoor campaign for the recently opened Museum of Sex in New York, Lowe/New York had to resort to some highly unusual visual nudge-nudge, wink-winks in the form of seemingly innocuous black and white photographs. With ads designed for phone kiosks, "we had a product we couldn't show in a public forum," says Lowe CD Lisa Rettig-Falcone, who is also the writer and the photographer on the campaign. "The work had to be acceptable on the street where children would be walking, yet it had to be provocative enough to interest adults. And funny wouldn't hurt either." Tiny type clarifies the naughty intent. Here, the pylons are tagged "Gallery 2: Fetish Wear," and the Siamese connection is "Gallery 2: She Males."
Client: Museum of Sex Agency: Lowe/New York CCO: Gary Goldsmith ECD: Dean Hacohen CD/AD: Earl Cavanah CD/CW/Photographer: Lisa Rettig-Falcone