Sure, sex sells, but how do you sell sex? BleuBlancRouge found a way for its pro bono client Cinema L’Amour, a pornographic theatre the agency calls “a veritable Montreal institution.”
The ads, which appear around Cinema L’Amour’s neighbourhood, show nothing graphic. A faded black background bears only simple reviews: “More screams than a horror movie,” and “You won’t cry, but bring tissues.”
The agency also designed an open sign for the venue: “Open (wide).”
The project began with Guillaume Blanchet, a copywriter, approaching agency creative director Gaetan Namouric with a concept for a small-scale poster and outdoor campaign for the theatre, owned by an acquaintance of Blanchet’s.
“[Blanchet] came to me with really refreshing stuff, and I loved it,” Namouric said.
Had the creative been “inappropriate,” Namouric said he wouldn’t have gone for it but “I thought it was a pretty good demonstration of how smart we can be with a very tricky subject.”
The agency wasn’t going to promote the work for its new blue client, but after posting examples on Facebook, Namouric said he received a lot of positive feedback from the industry. “I’m very surprised by the reaction,” he said.
