Would you blink when faced with a butt plug, or do you dare to take a closer peek at that flavored lube?
Stare down your kink!
EYE IT TO TRY IT
Awarded Silver Finalist in the Commercial category of Ocean Outdoor’s 2025 Digital Creative Competition, DCC.
The ideation process revolved around how we could showcase RFSU’s products, which are often hidden on the shelves in convenience stores or pharmacies. Our focus was to move the "embarrassing shelf" from the shame corner of pharmacies and other sales points out into the public eye, where we can challenge and inspire people by opening their eyes to something new in the bedroom. I contributed to the ideation and concept development, ensuring the message was clear, strong, and visually engaging.
The result was a DOOH ad, were people who are brave enough to stop and look at the animated, pulse-raising ad and discover RFSU's products is rewarded for their courage. The longer time spent in front of the screen, watching the growing product on the screen, the bigger the personal discount.
Through their courage, participants inspire others to face their kinks, creating a social snowball effect that breaks stigmas and boosts RFSU's visibility.
The creative team and I decided to tap into the psychological phenomenon of "social proof", which talks about how humans become assured by the behavior and experiences of others. Not only do people become curious when they see others gathered, but they also gain courage and trust in the company. By fueling this effect, the team and I created a virtually self-optimizing ad.
