Cannes Lions

INTIMATE LUBRICANT

BORGHIERH/LOWE, Sao Paulo / JOHNSON & JOHNSON / 2010

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Overview

Entries

Credits

Overview

Execution

We used a traditional Brazilian gimmick often done in bars to demonstrate the product’s effect.The gimmick consists of transforming a toothpick into two little legs, which open up when in touch with KY Gel.

Outcome

Thousands of people joined the gimmick in more than 10 bars, where they could learn more about the product in a informal, funny way, so it was easier to put any kind of prejudice aside. In the end, it was a success; people were rushing to get their samples, until they were all gone.

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