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The Joy of Sex in Later Life
WHAT:
Rankin x Relate — The Joy of Sex in Later Life
WHEN:
2021
WHO:
Production Creative (supporting Rankin)
at Rankin Creative
HOW:
The Joy of Sex in Later Life was a provocative, pro bono campaign created to challenge cultural taboos around sex and intimacy in older age. Conceived by Ogilvy for relationship charity Relate, the work set out to shine a light on a subject rarely represented in advertising, reframing later-life intimacy as something joyful, empowering and deeply human.
Working as Production Creative on behalf of Rankin, the role focused on developing his personal creative response and treatment to the original campaign idea. The campaign featured real people — not models — photographed in their own intimate environments, exploring long-term love, new relationships, tenderness and desire across a wide spectrum of ages, bodies, ethnicities and sexualities. Spanning a hero 30-second film and eight print executions, the work launched nationwide across DOOH, press and digital, supported by donated media valued at approximately £250k. The campaign went on to win Best Charity Campaign, Provocative Campaign, and Grand Prix Idea of the Year at The Creative Moment Awards 2021.
Winner of Best Charity Campaign, Provocative Campaign &
Grand Prix Idea of the Year Awards at
The Creative Moment Awards 2021