“Sexual health and wellness is an important part of every woman’s life, particularly as we age. Taking care of yourself doesn’t happen only at the gym.” - Erica Fite, creative director and co-founder of Fancy.
In creating the new campaign for The Lion’s Den, Fancy was challenged with shifting perception of a mostly male, DVD-centric, pull-off-the-highway adult superstore into an appealing destination for women and couples. So how did they make it happen? It started with an all female agency that specializes in creating emotional connections between women and brands. The shop worked with The Lion’s Den, a 46-store adult retail chain determined to evolve into a top-of-mind sexual wellness brand. The new campaign centers around the idea that taking care of your sexual self is an important part of your overall wellness and something that should be considered every day. Whether alone or with a partner, you deserve to have pleasure and enjoy life—it’s good for your body, it’s good for your emotions and it’s good for your relationship. Plus, it’s fun!
“Sexually healthy people are happier and more fun to be around,” says Katie Keating, creative director and co-founder of Fancy, “so we wanted to show the audience that there’s no time that’s not a good time to connect with your partner—or yourself.”
“We chose to work with Fancy, because we knew they’d bring a sense of sophistication and women’s POV to our brand” says Pete Potenzini, Director of Marketing for The Lion’s Den.
Station Film Director Matt Pittroff says he worked with the agency and client to cast actors who were not afraid to let loose and embrace the brand philosophy of having fun. The key to their success was making them feel 100% comfortable and supported on set.
Pittroff explains, “From the first call with Fancy, I knew we wanted to create entertaining and attention getting content that promotes fun and healthy sexual lifestyles. Be it a slightly risqué and playful endeavor at an otherwise mundane family gathering, or the idea of kick starting your morning with a healthy workout, the spots accomplish those goals without being silly or crude.”