Skyn condoms campaign to save intimacy from the awful grip of VR

These are your worst VR fears realised: a desultory strip club where lonely punters in goggles watch a hologram pole dancing.

Sid Lee Paris makes a very effective case for real, flesh-and-blood encounters with a beautiful, sad, and stylish film launching its “Save Intimacy” campaign.

We hear a lot about teens scrolling through their phones instead of sneaking behind the bike shed, making Sid Lee’s vision of the future all too believable. The agency claims that, for the first time since World War II, love-making rates are going down.

Netflix is partly to blame; apparently sexual relations dropped 10 per cent when the streaming service launched in France. Clearly “Netflix and chill” isn’t the euphemism it’s cracked up to be.

Céline and Clément Mornet-Landa, creative directors at Sid Lee Paris, say: “Today it’s easier to look at strangers’ everyday lives on Instagram than it is to meet someone in person. Our aim was to strengthen Skyn’s brand territory by putting sexuality at the heart of both the social and sensual discussion.”

Sid Lee has also created the “Places of Intimacy” hotel guide for Skyn, using research from couples who were sent to try out the chandeliers and marble tables at various luxury establishments around the world.

MAA creative scale: 9

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.
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