THE DISCREET BOX by Leo Burnett Buenos Aires for Extasy Collection

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THE DISCREET BOX

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Industry Sex shop
Media Design & Branding
Market Argentina
Agency Leo Burnett Buenos Aires
Art Director Carmelo Maselli
Copywriter Luis Sanchez-Zinny
Photographer Ruben Carrion
Released March 2010

Credits & Description

Category: Cosmetics & Toiletries
Advertiser: EXTASY SEX SHOP
Product/Service: SEX TOYS
Agency: LEO BURNETT ARGENTINA
Date of First Appearance: Mar 30 2010 12:00AM
Entrant Company: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Chief Creative Director: Seto Olivieri (Leo Burnett Argentina)
Chief Creative Director: Pablo Capara (Leo Burnett Argentina)
Creative Director: Luis Sanchez Zinny (Leo Burnett Argentina)
Creative Director: Carmelo Maselli (Leo Burnett Argentina)
Copywriter: Luis Sanchez Zinny (Leo Burnett Argentina)
Art Director: Carmelo Maselli (Leo Burnett Argentina)
: Beto Vanguardia / Lamousse
Photography Production: Mariana Haxell (Leo Burnett Argentina)
Photographer: Ruben Carrion (Leo Burnett Argentina)
Print Production: Sergio Blanca (Leo Burnett Argentina)
Media placement: Box - All Extasy Stores - 3/30/2010

Describe the challenges and key objectives
For that end, we created a series of 'discreet boxes' which disguised their contents. In this way, people were able to buy sex toys and walk the streets or put them out at their homes without anybody guessing what was inside the box.

Describe the brief from the client
The sex shop wanted to help those people who are more introvert or prejudiced buy sex toys.

Describe how you arrived at the final design
We’ve realised that a great obstacle at the time of purchasing sex toys is 'what other people may say'. That is why we decided to help those people who wouldn’t like others to be able to tell they are buying sex toys, by offering them a box that lies about the actual contents. In order to make the 'lie' of the boxes more realistic, we decided to make one for each genre. In this way, we made a box that appeared to contain a wrench addressed for men, while for women, we made one that appeared to contain a whisk, and for couples, one that contained something more general, such as a torch.

Give some indication of how successful the outcome was in the market
From the time boxes were introduced, the sex shop’s sales increased by 23 %. It was even necessary to sell boxes in isolation because people who had already bought dildos separately also wanted them. The discreet box was such a knock-out success that the sex shop ordered a new series of boxes to be printed which was greater than the former one.