Ann Summers - Life is foreplay

A campaign that doesn’t show sex,
it thinks about it.

Our OOH campaign shifted Ann Summer’s brand perspective from 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.
Without a model in underwear in sight.

The campaign reignited relevance for the high street brand with plenty of industry press coverage and increased sales during its run.