Lifestyles targets Gen Z in steamy first campaign from Spark Green + Yoke
Condom and sexual health brand Lifestyles has released a new campaign via creative agency Spark Green + Yoke, with the new brand platform ‘Great Expectations’.
The campaign is both the first brand campaign Spark Green + Yoke has created for the brand since Yoke won it back in February 2020 and the first campaign since Lifestyles separated from its parent brand, Ansell, in 2017.
The 60-second spot sees a montage of three couples participating in foreplay in bed, in a car, and in a bathroom, before reaching for Lifestyles lube and condoms. The spot ends with the line: “Anticipation is the best part”.
To create the campaign, the brand researched Gen Z’s attitudes towards sex, gender, and relationships.
Nicole Hillier, senior director sales and marketing APAC for Lifestyles Healthcare, said: “Lifestyles Healthcare is the world’s longest-operating condom business, being the champions of safe sex for over 110 years. And as Australia’s number one sexual wellness brand, it was important to work with an agency that aligned with our future vision for the brand. We’ve done the strategic groundwork for the LifeStyles refresh, and with Spark Green + Yoke’s input into our strategic and creative direction, we feel we are well-positioned for the future.”
Ryan Nadzielski, creative director at Spark Green + Yoke, added: “‘Great Expectations’ really brings the Lifestyles positioning to life. It’s a brand and product range designed to instil confidence, empowerment and deeper connection. This creative platform builds on the research and empathy interviews we had with our segmented target, covering their hopes, concerns and optimism about sex and sexual connections.”
The campaign will be on socials, catch-up TV, Spotify, Rock Posters and university screens.
Last month, Yoke merged with Spark Green to form an independent agency group.
Credits:
Client: Lifestyles Healthcare
Senior Director of Sales & Marketing: Nicole Hillier
Senior Sales & Marketing Manager: Debbie Buschmann
Marketing Manager: Helen Soldatos
Agency: Spark Green + Yoke
Creative Director: Ryan Nadzielski
Art Director & Senior Designer: Phoebe Dann
Strategy: David Evans
Account Manager: Ella Kempton, Jack Carlin
Designer: Krysa Alison
Writer: Sean Cunningham
Creative: Mal Chambers
Production: Airbag
Director: Astrid Salomon
Media: (Catch up TV) Cummins & Partners
Producer: Johanna Rayner
Executive Producer: Martin Box
Managing Partner: Adrian Bosich
1st AD: Kham Soukseun
DOP: Alex Serafini
Gaffer: Adam Kercheval
Key Grip: Dean Garro
Sound: Manel Lopez
Art Director: Lou Wester
Wardrobe: Emma Lamp
Hair/Makeup: Nat Burley
Casting: Highway Casting
