Jo Ridley
CREATIVE DIRECTION | CONCEPT | COPY
Ann Summers Life is foreplay
A campaign that doesn’t show sex, it thinks about it.
To reignite the modern legend that is Ann Summers, ‘Life is foreplay’ shifts the brand’s perspective from looking sexy to feeling pleasure.
Instead of models in lingerie, the star of the campaign is your imagination, leaning into a more sensual aesthetic with a wink to the brand’s fearless heritage.
To accompany the campaign and build on power of imagination, erotic fantasies were written by amateur writers to accompany each of the scenarios
and hosted on the Ann Summers website. The campaign led to a noticeable spike in sales during its two week run and reignited relevance for the heritage high street brand.
