Nonsanta Lingerie Design & Branding GUERRILLA POSTERS by Perfil 252

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GUERRILLA POSTERS

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Industry Sex shop
Media Design & Branding
Market Brazil
Agency Perfil 252
Creative Director Márcia Lima, Waldemar França E Diego Limberti
Copywriter Márcia Lima, Sofia Calvit
Illustrator Pedro Reis
Released January 2011

Credits & Description

Category: Posters
Advertiser: NONSANTA
Product/Service: EROTIC PRODUCTS
Agency: PERFIL 252
Creative Director: Waldemar França (Perfil252)
Creative Director: Márcia Lima (Perfil252)
Copywriter: Márcia Lima (Perfil252)
Copywriter: Sofia Calvit (Perfil252)
Art Director: Pedro Reis (Perfil252)
Account Manager: Sthefanie Tupy (Perfil252)
Illustrator: Pedro Reis (Perfil252)
Media placement: Poster 1 - NonSanta Store, other contemporary stores, shopping malls, gyms, bars, hairdresser saloons - 01/12/2011
Media placement: Poster 2 - NonSanta Store, other contemporary stores, shopping malls, gyms, bars, hairdresser saloons - 01/12/2011
Media placement: Poster 3 - NonSanta Store, other contemporary stores, shopping malls, gyms, bars, hairdresser saloons - 01/12/2011

Describe the brief from the client
Make love. Not war. How to talk about sex to an entire city?
Nonsanta is an erotic brand that doesn’t fit the usual sex shop stereotypes. More subtle and modern, the space is focused on women’s desires, fantasies and passions. Nonsanta started its activities recently in Belo Horizonte, Brazil, and therefore was largely unknown.
Although there was the need for promotion, the budget for the first campaign was restricted and the need to make an impact was high.

Describe the challenges and key objectives
To promote the debuting brand, discreet posters that reveal sexual acts were created and spread throughout the city. The work would be exposed to all manner of people, so we opted for subtlety in the imagery.

Describe how you arrived at the final design
Since sexual pleasure is often compared to an explosion, we made an analogy with the images of fire weapons at the moment of shooting. The concept ‘make love, not war”, classic pacifist slogan used by the 60’s libertarian youth finished up the ads. The posters’ signature consisted of only the brand Nonsanta with no site address or any other indication about the company’s business. The intention was to generate curiosity and buzz around the brand, and connect it to its essence: the sexual act, in a fun and pleasant way.

Give some indication of how successful the outcome was in the market
The posters generated buzz around a then unknown brand: searches for ‘Nonsanta’ on Google increased and therefore the number of the company’s web page hits. In a simple and inexpensive way, we talked about sex to the whole city and increased the brand awareness.