Adult store Wild Secrets and The Royals tell Australians to ‘Go F*ck Yourself (for everyone’s sake)’

In this time of social distancing adult store, Wild Secrets is urging Australians to ‘go f*ck themselves’, offering sex toys as an entertainment option for people isolating alone.

In a tactical campaign created by The Royals, Wild Secrets suggests it’s easier to practice social distancing if Australians get a little closer with themselves, or, ‘Go F*ck Yourself (for everyone’s sake)’.

Using OOH, digital advertising, PR, social, influencer marketing and eDMs to existing Wild Secrets customers, the campaign is part of a wider push to normalise sex toys as a ‘joyful celebration of adult pleasure’ and an ‘effective boredom buster’, says the brand.

Phase one of the campaign launched alongside the Federal Government’s economic stimulus package and mimicked the ‘look and feel’ of government advertising. The Wild Secrets’ ‘Stimulating Package’ told consumers to ‘Stimulate the economy and yourself’, ‘Use your stimulus package to stimulate your package’ and ‘If we all come together, Australia, we will get through this’.

The Royals also provided Wild Secrets with an official coat of arms – created from sex toys.

As part of the promotion, Wild Secrets gave away 200 ‘self-relationship enhancing devices’ valued at $30,000, with the prizes going to entrants who used ‘inspired’ emojis to describe their plans for self-isolation.

General manager of Wild Secrets Will Dobbyn said now is a good time to let people know about the benefits of using adult toys.

“We are simply trying to bring a little levity into what is an otherwise very, very trying and, in fact, scary time. Off the back of droughts, bushfires and now the horrible consequences of this virus, we think Aussies are looking for something to have a little laugh about. If we can bring some physical joy along the way, then that’s great too,” Dobbyn said.

The Royals executive creative director Stu Turner added: “This is a scary time for all of us and to get through it, we have to focus on small moments of joy and things that bring us pleasure. What better way to alleviate some of the anxiety we are experiencing right now than some good, clean self-pleasure at home, at a time when we should all be staying indoors.

“As an agency, we loved working with the team at Wild Secrets and I’m incredibly proud of everyone at The Royals who rolled up their sleeves and turned around this work in 24 hours.”

Client: Wild Secrets
Creative Agency: The Royals


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