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Backgorund:

Having sex, and watching sex, have always been taboo. Since it hasn’t changed for hundreds of years, it is very unlikely to change in the near future. That’s why our idea was to find a way for people to talk about it, encourage them to share their desires, and in this way help them break their barriers.

Idea:

The whole campaign is built around the word “nothing.” It is this common pronoun that often serves us to disguise our true needs and desires. Now, we want it to become, in a funny way and through PornHub, an international catchphrase of the type: “if you know what I mean.”

Goal:

Our goal is to make people refer to this advertising campaign and recall it every day, sort of casually, in different everyday situations (“What are you thinking about?” – “Nothing”; “What can I do to persuade you?” –“Nothing”; “What are you doing this weekend?” – “Nothing” – “Mmmm, shall we do nothing together?”).

In other words: we want to endow the word “nothing” with a new meaning so that people can refer to PornHub and lovemaking without embarrassment.

This campaign is more than just an ad of the PornHub web site. This campaign will encourage people to break their shyness and other barriers. It will give more confidence to those who want to make love but don’t have the courage to admit it openly. And, last but not least, it will provide people with a large dose of humor and fun in their everyday, mundane – especially work-related! – situations. (“Anything left to do today, Boss?” – “Nothing.”)

In this way, the emotional bond with the PornHub trademark will become stronger, based on the most pleasurable human sensations and emotions.

Activation:

The characters on the poster can “talk” to each other irrespective of the medium. Hence the campaign can be realized in the printed media, on television (as animation), as well as on the radio and Internet.

The campaign can be of a long-term character. The examples of everyday conversations given above, and other similar examples, will provide material for successive posters and radio or television commercials.

What’s more, new competitions can be held for new lines to be spoken by the characters.

NOTE: After publishing, our poster began to live its own life on some major Polish and international web sites – the Internet users caught up our idea in a natural way and started adding their own “lines” and remake the graphics. This indicates that our campaign has got big chances to reach its goals; in fact, it has already started doing so.

Given that the purpose of this campaign is to attract new site visitors to bolster the numbers from the 35 million who already visit monthly, the idea behind this ad was to create a print ad that looks like a traditional employment ad. In this case the position that is being advertised for is for “One Handed Touch Typists”. Anyone who has ever surfed for porn on their smartphone or tablet would have developed a certain adeptness at typing and navigating with one hand, while maintaining the vital rhythms with the other. This is offset with the rather witty and slightly smutty reassurance that PornHub has millions of openings. The double entendre being self evident.

A series of these could be run with slightly different headlines and so forth.

To take it even further you could run these as look-alike employment ads in the classified sections of metropolitan papers as well as on online job sites. This would also be sure to generate a lot of PR/news coverage as people react to the stunt.

Submitted by: Giuseppe M.

This would be a print ad for magazines showing a toy dinosaur with an eye patch ripping a cardboard box apart. In any other context, this may be ludicrous. But, with Pornhub in mind, it’s not weird at all. It could become a series of comical realizations of the many genital euphemisms.

Submitted by: Khary H.

Submitted by: Constantine M.

Bus station campaign.

Submitted by: Itamar C.

Everyone has a ritual. Invites people, and their rituals to explore pornhub. Would be used in a campaign format with different sets of icons for different rituals.

Submitted by: Ben H.

ALL YOU NEED IS HAND

Submitted by: Nuri G.

Object:

To prepare a non-porngraphic campaign for Pornhub.

Issue:

The campaign is non-porngraphic. We can’t use the usual ways to tell ourselves. So we need a real insight and an icon for this.

Insight:

No one can stand in this web site without using their hands. At least they need them to access the site.

Claim:

ALL YOU NEED IS HAND

Campaign Summary:

Because of our icon is a hand, our campaign will easily integrated into any media. Because everyone has it or familiar it. And they use it often in their daily life. So, with our effective insight, we will announce “Pornhub” name to the whole world in a short time.

TV:

People of different nationalities, with different types of hand will sing our “All You Need Is Hand” song with the music of “All You Need Is Love”. This will be our image film. Depending on budgetary situation, we can use celebrities in our movies. Sure, it increases the effect of the campaign.

Radio:

People who anneunced as “Pornhub Choir” will sing our “All You Need Is Hand” song on the radio.

Outdoor:

We will choose our outdoor images with our Instagram campaign. People all around the world will upload their #allyouneedishand photos, then we will show them on the billboards with their usernames. Our outdoor campaign will exhibit all nationalities hands. It will be also include female hands. Female hands will make heart shape by combining their middle fingers.

Internet:

Our main Internet channel will be our social media channels. Our main social media channels will be YouTube and Instagram. After starting our image campaign, the individual accounts of users that upload their photos and videos that related with our campaign, we’ll move on these conventional media channels with their usernames.

Direct Marketing:

Most of daily life, we use our hands. Based on this case, we will prepare local ads in the toilets, buses, subways and universities. For example we will write on bus handles “For keeping this holder and watching something on Pornhub, All You Need Is Hand” In this way, everything we do with our hands will bring our minds Pornhub.

This is a fun concept that could work well in any print medium. It could also be turned into stickers. The stick figures hint at all of the kinds of porn Pornhub has to offer but in a very innocent way. I find the concept also helps raise awareness and promote acceptance of homosexuality and bisexuality.

Even if the bars, strip clubs, sexy cinemas, or other pickup joints are closed… you can always count on Pornhub to be “open” for you!! :-) This design could be a poster or other ad.