Design > Corporate or Brand Identity
THE DISCREET BOX
LEO BURNETT ARGENTINA, Buenos Aires / EXTASY SEX SHOP / 2010
Awards:
Overview
Credits
Overview
BriefExplanation
The sex shop wanted to help those people who are more introvert or prejudiced buy sex toys.
ClientBriefOrObjective
For that end, we created a series of 'discreet boxes' which disguised their contents.
In this way, people were able to buy sex toys and walk the streets or put them out at their homes without anybody guessing what was inside the box.
Effectiveness
From the time boxes were introduced, the sex shop’s sales increased by 23 %. It was even necessary to sell boxes in isolation because people who had already bought dildos separately also wanted them. The discreet box was such a knock-out success that the sex shop ordered a new series of boxes to be printed which was greater than the former one.
Execution
We’ve realised that a great obstacle at the time of purchasing sex toys is 'what other people may say'. That is why we decided to help those people who wouldn’t like others to be able to tell they are buying sex toys, by offering them a box that lies about the actual contents.In order to make the 'lie' of the boxes more realistic, we decided to make one for each genre. In this way, we made a box that appeared to contain a wrench addressed for men, while for women, we made one that appeared to contain a whisk, and for couples, one that contained something more general, such as a torch.
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