Home Industry News Lovehoney scoops £250k ad campaign prize for ‘Light relief in lockdown’ campaign

Lovehoney scoops £250k ad campaign prize for ‘Light relief in lockdown’ campaign

Lovehoney scoops £250k ad campaign prize for ‘Light relief in lockdown’ campaign

Lovehoney has won a £250,000 ad campaign after finishing runners up in the Ocean Out Of Home competition. Media company Ocean Outdoors’ Crucial Creative competition was launched in May to help kickstart the industry as lockdown eased.

The ‘Light relief In lockdown’ campaign was created by Lovehoney’s ad agency Brave and was praised by judges for ‘combining great copywriting with an obvious understanding of the consumer, based on good research.’.

Phil Hall, Ocean Outdoor joint managing director said: “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. 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.”

Helen Balmer, Lovehoney brand and marketing director, said: “We have really enjoyed working with Brave on another award-winning campaign. Our aim was to create a message/campaign which not only raises a smile, but also conveys that sexual happiness can support our overall wellbeing during these unprecedented times.”

The campaign will be running from the 26th August until the 8th September as digital display boards, with the majority being placed in key locations around London, as well as one in Glasgow, Birmingham and Manchester.