2026 Winner

Product reviews in the sexual wellness category tend to be clinical and vague, so “Toy Stories” set out to make them more useful and engaging. To do so, Dame partnered with bestselling erotica writers, asking them to test its products and then write reviews based on their experiences. Instead of standard feedback, those reviews took the form of short stories that described how the products actually felt to use. This made the content more relatable for audiences, especially communities like #SpicyBookTok that already engage with this kind of writing. The stories were published online, compiled into a limited-edition book and brought to life through live readings. By changing how reviews were written, the campaign gave people a clearer sense of the product experience. It generated 197M earned impressions, inspired hundreds of user reviews and drove more than $327,000 in sales.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Xavier Blais
Creative Director: Geneviève Jannelle
Writer: Nicolas Dubois
Art Director: Claudia Barbiero
Motion Designer: Guillaume Goulet-Boudreau
Proofreader: Davina Haisell
Broadcast Producer (in-house): Éliane Chartier
Lead Strategist: Pascal Routhier
Strategy Director: Clément Martin
Account Services: Rosalie Lemelin, Adriana Marquis-Duzink
Public Relations: Kristel Dupont, Christina Avril-Dieudonné
Client Supervisor: Alexandra Fine, Edie Elliot Granger