CREATIVE PARTNERS
Kent MacDonald | Art Director
Trent Jones | Copywriter
Tom Finn | Art Director
TENSION: Gen-Z invests in everything. They are the most "connected" generation in history through digital platforms, yet they are physically disconnected from each other.
KEY INSIGHT: Gen-Z is in the midst of what researchers are calling a “sex recession”.
THE BIG IDEA: Invest in SEX – Reframe sex as a form of self-investment, not something taboo, performative, or risky.
Invest In The Act
Buying Condoms = Diversifying Your Positions.
Using Protection = Smart Risk Management.
Avoiding Intimacy = Missed Growth Opportunity.
A curated “stimulus package” will be sent to sex-positive influencers to spark open conversations with the target — reframing the topic from taboo to transparent.
UNDRESS TORONTO
This stunt takes over the Financial District, where two giants get hot and heavy—shedding their final layers and sparking the conversation about what’s really worth investing in.
Online ads will place the campaign directly where people seek financial information.
On social, we’ll launch interactive “Buy or Short” polls — tapping into investment language to spark open dialogue about sex
