Dark Desires Campaign Nominated For A Drapers Award


The stats don’t lie: Ann Summers’ Dark Desires campaign was the pleasure retailer’s most successful campaign to date (and arguably their most erotic).

But now it is set to add another title to the list – award-winning. As earlier this week Dark Desires was announced as a Best Marketing Campaign nominee for the retail industry’s Drapers Awards.

As creative and strategic brand partners with Ann Summers, Propaganda created the Dark Desires campaign to capitalise on the momentum of the Fifty Shades of Grey film release in February 2015. But rather than just reenacting the film, we inspired customers to act out their sexual fantasies for real. After all fact is way more fun than fiction.

The countdown is now on for the awards night in November to see if we can take home another trophy!