Background

Pleasure Point, a Hong Kong adult shop chain and official partner of Hong Kong Pride, wanted to show its support for the local LGBTQ community during the city’s annual Pride Parade in November.

Describe the creative idea (40% of vote)

Pleasure Point has built their brand on the belief that no matter what sexual orientation, ethnicity, race or gender, everyone deserves to experience love and pleasure. On a product level, the shop prides itself in having the city’s widest and most diverse collection of condoms. So, in order to show the brand’s belief in equal love while at the same time promoting its highly diverse condom collection, we created ‘Fairytale Endings’: an eye-catching and highly visible print and outdoors campaign that featured the most uncommon pairs of fairytale characters in loving embrace.

Describe the execution (40% of vote)

Each fairytale couple’s loving embrace forms the shape of a condom and shows support for different kinds of love: the love between two men, the love between two women (as using condoms with sex toys is also encouraged), and the love across ethnic boundaries as well as social standings. The message is further amplified by a cheeky and playful tagline: for all sorts of happy endings. The characters are illustrated in a way that makes them instantly recognizable as famous fairytale personas. Despite their appearance, we also added other iconic items such as an apple, glass slippers, a scepter, an oil lamp, a crown and a hook. For the background, we intentionally used softer tones to strengthen the sense of joy and pleasure.

List the results (20% of vote)

Fairytale Endings not only successfully communicated the brand’s values but also generated record levels of awareness and engagement. Pleasure Point’s online followership increased by 21% and engagement across social platforms was 120% higher than on average. To top it all off, store traffic in the month of November was lifted by 32%.