Hasta La Creative!

This Valentine’s Day, SKYN® wanted to turn the holiday into Vallentine’s Day, a day to celebrate
all types of love and show that the day should be about everyone. Until recently, the holiday
was exclusive to couples, with cheesy rom-coms and “his and hers” products bombarding aisles.
Last year the condom and lubricant brand celebrated different kinds of love through their
campaign, “Pleasure is an Endless Exploration”, featuring a cheeky twist on “Head, Shoulders,
Knees, and Toes”. This year, in 2022, the brand wanted to bring that sense of freedom to
Valentine’s Day and expand it beyond just couples with a new global campaign created by Sid
Lee Paris.

Using the date, 2.14.2022, the brand played off the notion that love doesn’t have to be one man
and one woman, there are endless possibilities. 2 queers, 2 trans women, 1 polysexual, 4 binary
women… Valentine’s Day shouldn’t be exclusive, and SKYN® wanted to center their new
campaign for their bundled products on that notion, with a film that demonstrated their reach
towards all kinds of love. “Valentine’s Day has always been a binary heterosexual celebration, it
was about time that a brand ended that by including everyone,” explain Sid Lee Paris’s Creative
Directors Celine and Clement Mornet-Landa.