Perfect Gliss is a non-drying lubricant that's perfect for anal sex. Because of the subject matter, a lot of media companies wouldn't let us say that, so we had to develop a sneaky way of telling the world, without saying the word.
We created a system that could distort our messaging with the leniency of the media, while also highlighting the products unique benefits. In places where we could speak more freely, the word became clearer, and a lot more distorted when we couldn't — confronting the taboo that this isn't 'normal' sex.
Full campaign rollout included DOOH, OOH, dating apps, in-store, social media and digital.