Jo Ridley
CREATIVE DIRECTION | CONCEPT | COPY
Ann Summers Life is foreplay
The first ever Ann Summers campaign to not feature a model in underwear.
Our OOH campaign aimed to modernise the brand, pulling focus away from “looking sexy” to “feeling pleasure.” Working with photographer Zoe McConnell, we opted for a route that favoured imagination, sensuality and a wink to the brand’s heritage of word play. To accompany the campaign and build on power of imagination,
erotic fantasies were written by amateur writers to accompany each image.
The campaign received a large chunk of industry press coverage and increased sales and footfall for Ann Summers during its run.
