2022 Winner

Sex toy advertising is extremely regulated, making it challenging to match the fun of the product it promotes. The Local Collective tackled both issues by adopting financial investment lingo to position PinkCherry, the largest sex toy retailer in North America, as the best kind of investment. The “Invest in Yourself” radio spots, which helped promote PinkCherry’s partnership with WowTech Group and its products, featured one woman sharing how PinkCherry.com’s “investment tools” made sure “I always come first” and another where a wife convinces her husband why they should “invest.” The campaign ran across mass channels, including radio, print and out-of-home advertising across Canada and the U.S. The brand’s sales period during the campaign was the most successful in the company’s history.

Credits

President & Chief Creative Director: Matt Litzinger
Managing Director: Kaitlin Doherty
Solutions & Operations Director: Lauren Brown
Art Director: Grant Cleland
Writer: Sean Atkinson
Brand Director: Amanda McMillan
Integrated Strategy Director: Michael Ash
Audio Production: Pirate Studios