Amour Design & Branding WORDS, WARNING, STORIES by Dare

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Canada
Agency Dare
Illustrator Luke Lucas
Released April 2010

Credits & Description

Category: Advertising Typography
Advertiser: AMOUR
Agency: DARE
Date of First Appearance: Apr 22 2010
Entrant Company: DARE, Vancouver, CANADA
Executive Creative Director/Art Director: Rob Sweetman (Dare)
Executive Creative Director/Writer: Bryan Collins (Dare)
Illustrator: Luke Lucas
Media placement: Miniboards - restobars - April 22, 2010/12 weeks

Describe the brief from the client
Our client is a larger telecommunications client with a television service. Within that service is an adult entertainment video-on-demand service.

The brief was to increase awareness, desensitiSe the stigma associated with adult movies, and ultimately, increase sales.

Describe the challenges and key objectives
The biggest challenge was to advertise adult entertainment in a way that isn’t offensive, and relaxes people about the thought of ordering an adult movie in their home.

Describe how you arrived at the final design
Our approach was to use humour in headlines, and to have a typographer (Luke Lucas) create a look that was fun and sexy, but sexy in the classy way. Not the other way.

Give some indication of how successful the outcome was in the market
This sounds made up, but traffic to went up 17,000%. This was driven by the media buy, television ads receiving over 500,000 hits on YouTube (search ‘amour ads’ on youtube), and appearing on TBS’ funniest ads of the year.

Most importantly, sales rose roughly 7% in a time other television revenue dropped.