Ann Summers - Life is foreplay

An OOH campaign for Ann Summers designed to modernise the brand, pulling them away from a focus on “looking sexy” to “feeling pleasure.”
Working with photographer Zoe McConnell, we opted for a route that favoured imagination, sensuality and a wink to the brand’s heritage.
Their first ever campaign without a model in underwear.

The campaign achieved industry press coverage and increased sales for the brand during its run.