I Like Music
Electriclime gif
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

SKYN and Sid Lee Paris Turn Valentine's Day Into 'vALLentine’s Day'

Creative 177 Add to collection

Agency celebrates love for all in new global campaign

SKYN and Sid Lee Paris Turn Valentine's Day Into 'vALLentine’s Day'

This Valentine’s Day, SKYN wanted to turn the holiday into Vallentine’s Day, a day to celebrate all types of love and show that the day should be about everyone. Until recently, the holiday was exclusive to couples, with cheesy rom-coms and “his and hers” products bombarding aisles. Last year the condom and lubricant brand celebrated different kinds of love through their campaign, “Pleasure is an Endless Exploration”, featuring a cheeky twist on “Head, Shoulders, Knees, and Toes”. This year, in 2022, the brand wanted to bring that sense of freedom to Valentine’s Day and expand it beyond just couples with a new global campaign created by Sid Lee Paris.

Using the date, 2.14.2022, the brand played off the notion that love doesn’t have to be one man and one woman, there are endless possibilities. 2 queers, 2 trans women, 1 polysexual, 4 binary women… Valentine’s Day shouldn’t be exclusive, and SKYN® wanted to center their new campaign for their bundled products on that notion, with a film that demonstrated their reach towards all kinds of love. “Valentine’s Day has always been a binary heterosexual celebration, it was about time that a brand ended that by including everyone,” explain Sid Lee Paris’s Creative Directors Celine and Clement Mornet-Landa.

The campaign, which will run in the US, UK, Italy, Poland, and France, highlights the different variables possible and is adapted locally with voiceovers narrated by regional influencers.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Advertising Agency: Sid Lee Paris

President: Johan Delpuech

Executive Creative Director: Sylvain Thirache

Creative Directors: Céline and Clément Mornet Landa

Art Director: Olivier Bodet

Copywriter: Max Harrington

Producer: Julia Bakola

Head of Strategy: Bruno Lee

Strategic Planner: Leah Daymon

Operations Director: Antoine Ferrari

Account Managers: Paul Pieuchot

Client : LifeStyles - SKYN®

Global Marketing Strategy Director: Marta Toth

Sid Lee Paris, Mon, 14 Feb 2022 10:38:41 GMT