A recent ad campaign has Icelanders talking and beyond due to its creative use of objects hidden in plain sight in the real estate listing of the owner of Blush, an intimate store based in Reykjavik.
The advertising campaign is the brainchild of the Icelandic agency Disruption®, PiparTBWA, which was entrusted with the advertising of the products by the intimate store Blush. But, due to online advertising services having strict policies on advertising specific products, the agency had to get creative.
Speaking to creative outlet Muse by Clio, Agga Jónsdóttir, Creative Director at PiparTBWA, discussed the campaign further.
The Blush owner put his home up for sale in Icelandic newspapers, which included the usual series of interior shots viewers would expect. Although this initially appears to be a typical house listing, upon closer inspection, various personal toys can be seen on the shelves, the shower, and the kitchen, and the computer mouse was not a mouse.
Jónsdóttir explains about the campaign called “Spot the Difference”: “We wanted people to have fun finding all the toys because some of them weren’t spotted in the first few days.”
“When we finally launched the campaign, Gerður [owner of Blush] made an Instagram story about our plan and goal to normalize sexual health. Gerður was quite nervous that people wouldn’t spot the toys on the first day, but after 24 hours everything just went crazy. A game launched six days later with still life images allowing consumers to “spot the difference” and find all the toys. The winner received a Blush gift certificate.
The campaign photos, which have been shared across social media and OOH, have solid color backgrounds and combine luxury items like jewelry, makeup, cocktails, jeweled sunglasses, champagne and macaroons with toys from Blush’s website.
Blush’s brief to PiparTBWA was to sell a positive and wholesome experience, to promote sexual health and healthy attitudes towards sex, and to find a way to promote it without breaking the rules. “I think we handled it pretty well,” said Agga Jónsdóttir.