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‘Thanks to censorship, we’re getting creative’: Sexual wellness brand launches new OOH campaign

Sexual wellness brand, Lovehoney Australia, has launched a new cheeky campaign featuring a series of ‘unbannable’ billboards, via CampaignLab.

With Lovehoney’s research finding that over a third (34%) of Australians are getting creative with household objects for sexual satisfaction – from pillows, shower heads, vegetables, and more.

The campaign spotlights these everyday items, with a clear message: ‘You Deserve Better.’

“We love a bit of creativity in the bedroom at Lovehoney, but let’s keep it safe, folks!,” said Christine Rafe, Lovehoney’s sex and relationship expert.

The brand hopes to highlight the need for proper, safe and designed-for-purpose products, while bypassing advertising censorship that it often faces.

The campaign comes after Lovehoney ranked fourth for Australia’s most complained-about ad of 2023. The controversial billboard from last year, featuring the phrase “winter chills have never felt so good” alongside an image of a hand holding a sexual wellness product, received 99 complaints.

“The ‘Not a Sex Toy’ campaign is our response to the extreme levels of censorship we face not only within traditional advertising avenues but also across digital platforms like Google and Meta. Despite the proven benefits of sex toys for wellbeing and overall health, these restrictions force us to get creative,” said Charlie Ganzen, Lovehoney ANZ director.

“Our billboards showcase common household items Aussies are using for pleasure, sending a clear message, ‘Censorship might mean that we have to get creative, but you don’t. You deserve better.’ This campaign is not just about circumventing ad guidelines, it’s about sparking a conversation on why sexual wellness should be normalised and celebrated.”

He continued: “We’ve dubbed these billboards the ‘Unbannable Ads’ because advertising guidelines restrict what they consider to be ‘explicit content’.

“This campaign is our creative response to those limitations, and it’s a playful nod to the resourcefulness of Aussies using everyday items for pleasure.”

Speaking to Mumbrella earlier this year, Ganzen said the brand takes complaints very seriously: “We’re not immune to Ad Standards complaints. A complaint is different to some form of punishment, which fortunately we have not yet faced, but we come across them often.

“We take them very seriously, and we address them seriously too,” he told Mumbrella in April.

“The negativity is never overwhelming, and we make sure to face their opinions. As I said, we’re all about balancing being respectful as an advertiser with having fun, playful, educational messaging.”

The campaign is running across OOH in Melbourne, Sydney and Brisbane.

Credits:

Client: Lovehoney Australia

Campaign creatives and media buying: CampaignLab

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