JOYclub
Share More - launching across Italy and Spain
Role – Associate Creative Director
Agency – Proximity GmbH, Dusseldorf
Regional markets – Italy & Spain
To launch the online adult network into new markets in Spain and Italy, we encouraged people to share sexual experiences the same way we share everything else in life.
The Share More campaign was born.
Tackling censorship
Unfortunately, the regulatory board of Spain wouldn’t let us share as much of the models as we wanted. So we constructed a blur design mechanic to create intrigue and get our message onto the streets, with the liberated, uncensored designs appearing inside bars and clubs.
Vice partnership
Then COVID hit, and sharing got locked down. So we channelled all our efforts into the digital space, partnering with VICE Spain. Gathering user’s spiciest text message exchanges from the JOYclub platform, Dirty Chats was animated into existence. This was accompanied with a series of articles and interviews on different sexual lifestyles.
