2026 Winner

Dame identified a challenge in the sexual wellness category: while consumers rely on reviews to guide purchases, most lack the language – or comfort – to describe their experiences, leaving feedback functional and clinical. “Toy Stories” addressed that by reimagining the review itself, using narrative to translate sensation into something more expressive and understanding. The campaign partnered with 10 bestselling erotica writers, who tested Dame products and wrote original stories based on their experiences. Drawing on the pacing, metaphors and emotional build of literary erotica, the work replaced standard product language with immersive prose. It extended beyond e-commerce into a limited-edition book and social content designed for audiences already active in spaces like #SpicyBookTok. The campaign generated 197M earned impressions, insp

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