Crafting a visual story for a physical experience
Astroglide is a personal lubricant brand that encourages open exploration and greater enjoyment through products designed to make intimate experiences more pleasurable and fun.
For Astroglide’s summer campaign, we needed to encourage a wide audience to buy and use the brand’s products. The message had to feel simple, relevant, and true to Astroglide while standing apart in an increasingly crowded lubricant category.
While other lubricant brands connected sex with self-care, wellness, and relationship success, we saw an opportunity to focus on a more fundamental human truth: sex as pleasure. Astroglide could serve as the gateway to more enjoyment because sex is like a mini vacation.
Taking a sexcation
The data revealed an interesting connection: Americans were taking fewer vacations, and they were having less sex. Building on Astroglide’s message of open exploration in a judgment-free environment, we developed the “Sexcation” campaign to position sex as a mini vacation, with Astroglide as the ticket to more pleasure and fun.
Bringing the destinations to life
Drawing inspiration from classic Pan Am ads and vintage travel posters, the creative evoked the nostalgia and excitement of an exotic getaway. We developed tongue-in-cheek names for sexual destinations people would want to visit, creating a versatile campaign for digital and traditional out-of-home placements.
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