K and Y, two highly relevant letters. We wanted to create a memorable link between K-Y Personal Lubricant and the moments it helps make easier — without embarrassment or awkwardness. Just fun. Thankfully, the two letters most strongly recognisable from the brand name did a lot of the work for us. No big-budget shoot. Just typography, playful headlines, and a simple idea people immediately understood, one that made them smile. Originally developed for healthcare professionals, the campaign proved so successful that it later rolled out to consumer audiences.

Role: Writer

New York Advertising Festivals — Finalist; Australian Direct Marketing Awards — Bronze x 3; MM&M — Gold.