HOY by Havas Presents its Latest Campaign Contradictions

Dec. 13, 2022

We are used to seeing news of cases of hatred towards the LGBTIQ+ community, racism and xenophobia, almost daily. These news are constant and the statistics are frightening. Now, what about porn consumption statistics in the same countries. In this campaign, the contrasts and contradictions of different societies are exposed with a message of fight against violence and in favor of love.

Damian Palopoli and Santiago Ledesma, Creative Directors of Hoy by Havas commented:

"Looking at PornHub's annual consumption statistics, we discovered that they reflect a completely opposite reality and that's how the idea was born."

 

Under the concept "Let's choose to make love" the campaign transmits the message of leaving hatred behind and finding ourselves in coincidences.

Francesca Gnecchi, Owner of Erotique Pink commented:

"Erotique Pink is not just a sexshop, it is a space where we hold workshops, art shows, exhibitions and perfos, among many other activities that pursue a clear objective: to invite people to live their sexuality with freedom. With this campaign we set out to break social mandates that historically have been doing so much harm, and that we still have a long way to go to overcome them. We loved the artistic resolution of each piece, art, invites love and makes us feel fully represented."

 

Malu Donaire, General Creative Director of the agency added:

"We believe in campaigns that make you think, generate conversations and I think this is one of those".

 

The campaign has 4 executions that reflect the reality of different parts of the world.