Sexual wellness brand Lovehoney has fun with risque outdoor ads about lockdown

Masks, rabbits and being 'locked down' all feature in campaign from Brave

Published On
Aug 28, 2020

Editor's Pick

With outdoor advertising just starting to revive in the U.K., sexual wellness retailer Lovehoney has debuted a lightly risque new billboard campaign after winning media space in a creative competition held by Ocean Outdoor.

The brand won 250,000 pounds ($330,000) of media space for its creative idea, which includes billboards that carry the copy "For those who enjoy being locked down," "If you also need a mask for home," and "You don't need to social distance from a rabbit."

The campaign, by agency Brave, was praised by the judges of Ocean's Crucial Creative Competition for "combining great copywriting with an obvious understanding of the consumer, based on good research." Lovehoney was one of the runners-up for the competition, which was won by Innocent Drinks. 

“Focusing on the new vocabulary of social distancing, lockdown and masks, Brave has linked this to Lovehoney’s range of products to raise a smile," said Phil Hall, Ocean Outdoor joint managing director, in a statement. "Acknowledging that some may find it risqué, the judges felt it was both cheeky and grown-up without appearing smutty or crass, leaving the viewer to find the joke by letting the logo do a lot of the work.”


Aug 28, 2020
Client :
Agency :
Head of Marketing :
Elaine Sosna
Marketing Director :
Helen Balmer
Copywriter :
Drew Haselhurst
Art Director :
Dipesh Mistry
Creative Director :
Caroline Paris
Creative Director :
Paul Pearson
Rokabye Studios
Designer :
Rupert Knowlden
Animation :
Rokabye Studios
Account Director :
Charlotte Gladwin
Business Director :
Claire Knowles
Producer :
Zara Montagu-Leon

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