Because pleasure is multifaceted, we used a prism as a visual vehicle. It allowed us to capture the spectrum of pleasure such as sexuality, gender, race and body types, all joining together to show the goodness of sex. The dichotomous sentence structure romanticizes the physical benefits of sex while evocatively articulating the visual nature of the physical benefits.

While Millennial women reject the outdated clichés and stereotypes of Valentine’s Day, the one concept they’re holding on to is a happy ending, with or sans Prince Charming. In an effort to remind this empowered audience that the best way to express love to ourselves and to others is through pleasure, K-Y needed to place pleasure on a pedestal—or better yet, their nightstand.

Let’s be honest: the K-Y packaging is as outdated as chivalry. The only doors being opened for us these days are the ones leading to an uber patiently awaiting. We needed to give K-Y a makeover to show millennial women the beauty in pleasure, so we created the Pleasure Box, a premium boudoir box dedicated to safekeep everything like sex toys, lube and momentos in one cherished place.

Credits

Creative Directors: David Knights, Nina Mourin (Elephant)

Copy: Nina Mourin

Art: Andrew Barrett

Executive Creative Director: Pablo Marques