• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Fresh - Metaphors

Award: Wood Pencil

Wood Pencil / Direct / Integrated / 2008

Fresh TV is New Zealand’s first XXX pay-per-view adult channel. Despite the nature of the programming, our brief was to launch the channel using mainly mainstream media. The campaign was based entirely on sexual metaphors. If you’re inclined that way you see a lot; if you’re not, you don’t. The three print ads turned this normally passive medium into an interactive game. The ads directed people to a website where they could play a pub quiz, send ecards, view the print and pass on the viral. The campaign generated mass debate and the viral received over one million views in just four weeks.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again