Coco de Mer's 'X' encourages liberated conversation around desire

Coco de Mer has collaborated with TBWA\London and Rankin to engage consumers in a new, liberated conversation around desire.

Running online and in cinemas with selected programming from today (Tuesday 19 May), ‘X’ immerses viewers in the deepest desires of the erotic imagination featuring a rollercoaster ride of images from seemingly banal everyday moments to evocative Coco de Mer lingerie.

“We want to set a conversation in motion that talks about what is actually inspiring the mind to return to the notions of sexual delight,” explained Lucy Litwack, managing director of Coco de Mer. “The core of the campaign is Coco de Mer’s real commitment to creating a more vital, more beautiful erotic landscape through which our audience can explore.”

TBWA\London creative director, Walter Campbell, commented: “As masters of the art of longing and yearning, Coco de Mer were in the perfect position to encourage a more progressive and liberated viewpoint for those who are interested. The erotic doesn’t get the same overt attention as everything else of the cultural menu, so we create a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies – to reignite that connection.”

Rankin added the film “takes our obsessions and ramps them up to intense new levels”.

“Rather than selling you a dream, we’re allowing people to feel like they’re in one, experiencing it live as they watch the film unfold,” he said.

The campaign was shot by an ensemble of directors and photographers including Rankin, Vicky Lawton, David Allain, Damien Fry and Joe Hunt, Trisha Ward and Bronwyn Parker-Rhodes. The concept was created by Walter Campbell at TBWA\London.

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