Out-of-home campaigns for adult products remain a cultural and regulatory challenge in most markets - and the UK is no exception. That’s why the latest Ann Summers campaign stands out as a cheeky and creative best practice in DooH.
Campaign: DooH and the Power of Pleasure
The British retailer Ann Summers, synonymous with pleasure and intimacy, has launched its new campaign “Life is For(e)play” across DooH screens nationwide. Rather than relying on models, the campaign invites the public to imagine their own moments of pleasure. It’s a fresh approach, sparking curiosity without crossing into explicit territory.
Developed by creative agency Joan, the visuals are tactile and suggestive, yet artfully restrained. Think lace underwear draped over a chandelier or the playful imprint of a hand and a silhouette on a sofa – images that hint at intimacy without showing it. This subtle storytelling campaign went live this week across digital out-of-home screens, in-store displays, and throughout the Ann Summers ecosystem.
