The Brief

We’ve delivered some amazing female-focused campaigns for Swedish sexual pleasure brand Lelo on normalising sexual taboos. But what about the lads? Lelo also has a number of stimulating and sensual pleasure devices for men. It’s a booming market but, as our research revealed, men seem reluctant and awkward to open-up about using them.

The Big Idea

To address the awkwardness many men feel talking about sex toys we turned to one thing men are guaranteed to talk about. Football. And we went where no brand has EVER been before for a sponsorship deal: the crotch. Yes, we partnered with non-league side London Colney F.C to create the world’s first Crotch Sponsorship Deal and placed the Lelo logo on the parts other brands wouldn’t dare touch.