Contradictions deserves to be awarded in this category because the creative idea of the campaign was born from the data published by Pornhub on the annual consumption of the platform. Without the use of data, there would be no conceptual development or creative finding of the campaign. The campaign manages to visualize a contrast of information that invites us to make a very powerful reflection on how intimacy and desire of people is connected in a very particular way with negative collective social behaviors such as racism, homophobia and xenophobia.

Erotique Pink is one of the most exclusive Sex Shops in Argentina, not only sells products that stimulate desire, but also offers workshops and experiences as well as an erotic art space.

The brand seeks to make significant changes in the way people live their sexuality, aiming to make it freer creating a space for reflection, helping people to discover and enjoy sex freely.

We live in a world full of taboos, prejudices and contradictions. Although we are going through a moment of cultural revision, it seems that there is still a lot to be done.

From this different vision of a place that sells sex toys, the brand sought to generate an awareness campaign that reflects the differential of the brand, the motivation of sexual freedom from a more reflective and holistic view that invites people to think about what they want.

We live in a world full of taboos, prejudices and contradictions. There are countries where a person's sexual orientation is a crime.

At the same time, Pornhub, publishes annual data on consumption by country and surprisingly, we discovered that there is a very particular contrast with the problems of society and the most intimate desires of those who live in it.

We discovered that intimacy is connected in a very particular way with these data of reality.

The same country that reports the most cases of racism is also the one that consumes the most ebony category on Pornhub. And it was not an isolated finding, we found the same contrast between other topics such as homophobia and xenophobia.

We turned these data into a graphic campaign that reflects on how the intimate desires of a society can reflect a completely different reality than the one published in the newspapers.

The campaign was based on Pornhub's Year in Review, a compilation of statistics published annually with trends, consumption and searches that occurred during the year. The report allows us to segment by country and thus have a concrete look at the most popular consumption and categories in each country.

We also did an exhaustive work of compiling news related to the issues and problems that most affect hate news in each country, to finally make a match of information from an opposite view between the news and consumption on Pornhub.

Spain: country where xenophobia cases grew the most. "Colombian" category grew by 78% on Pornhub.

USA: country where more cases of racism are reported, "ebony" category with more views.

Russia: country where homosexuality is a crime, "lesbian" category that grew the most.

Colombia: country reporting more and more murders of transgender people, "trans" is the most searched category.

Once we made the selection of Porhub's consumption data by country, we contrasted it with the information according to statistics published in the media of that country. The result was to take this data and visualize it in a graphic proposal that would expose in an attractive way what was data that had never been joined before.

Four artworks were created. Each one portrays the sexual situation described in the headlines based on PornHub's porn consumption data.

The artist's signature high-contrast palette was used over a dreamlike background to generate more visual impact. The illustrations, of digital technique, were generated taking as a reference real porn content to achieve organic positions and give realism to the illustrations.

We also worked on a layout that referred to the statistical world. Having these cutouts of sexual situations allowed us to skype the restrictions that exist in social networks regarding adult content.

The campaign generated a positive impact. The brand was able to reflect on the contrast between reality and people's intimate desires.

It managed to generate PR, achieving coverage in +20 media outlets with a reach of +1.87M readers. The pieces had +45K views.

The Sex Shop increased visits to its site during the month of the campaign and had record enrollment in its workshops and activities.

It managed to be mentioned and highlighted in media with a gender and inclusion perspective. The campaign invited people to think about desire and self-discovery, reflecting on much more complex issues from a perspective never addressed before.