Cultural / Context information for the jury

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. The brand was built 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.

Tell the jury about the art direction.

In order to show Pleasure Point'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. The queen-scoundrel couple’s loving embrace forms the shape of a condom and shows support for 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 a scepter and an oil lamp. For the background, we intentionally used softer tones to strengthen the sense of joy and pleasure.