YOU COME FIRST.
A non-explicit, highly PRable experiential guerrilla campaign in London.
"Because when it comes to satisfaction… you come first.Every. Time. Our proposal is to bypass the OOH censors and spark a national conversation around female pleasure."
How we bypass the rules — without breaking them.
Traditional OOH has suffocated Ann Summers with censorship. We have conceived a Trojan Horse: SFW sculptures with unmistakable double-entendre.
Censors, red tape, cold feet.
Media owners and flyposting teams have blocked high-intensity close-ups. Underground, bus shelters, taxi wraps — all filtered through a lens built for a different century. Female pleasure gets flagged. Male performance runs page-one.
A Trojan Horse in rose gold.
Beautiful, premium, SFW animal replicas and interactive sensory street takeovers. Zero censor triggers. 100% cheeky implication. The kind of stunt Londoners photograph, tweet, and TikTok — because the joke lands a half-second after the picture.
Nothing to censor. Everything to say.
The Tech-Glow Chrome Rabbit
The Ultimate "Trojan Horse": By using a giant literal animal rabbit replica, you create an iconic visual that is 100% safe-for-work and completely bypasses strict public advertising standards. Premium Brand Alignment: The mirror-polished rose gold or champagne chrome finish, paired with sleek LED "circuitry," perfectly mirrors the premium, rechargeable, and gold-accented design of the newly relaunched toy. It elevates the brand from a standard high-street novelty to a high-end luxury wellness brand, appealing directly to both the primary (25–34) and secondary (35–44) female demographics. Instantly Understandable Double Entendre: Passersby will immediately connect the giant golden bunny to Ann Summers' most famous product line, prompting a smile, a photo, and a massive organic wave of social media shares under the hashtag #YouComeFirst. Bypassing Council Red Tape: Westminster Council is notoriously strict and slow when it comes to granting permits for static physical structures on the pavement. Placing the giant rabbit on a beautifully customized, premium flatbed truck turns it into a mobile art installation. This allows you to park it legally in loading bays, shifting locations slightly if needed to keep traffic wardens happy. Maximum Footfall & Immediate Conversion: Oxford Street is London's busiest shopping corridor. Positioning the giant, glowing bunny directly outside the flagship store's front doors captures the gaze of thousands of shoppers. It acts as an unavoidable physical beacon, driving curious crowds off the street and straight into the store to see the actual product.
The "Tech-Glow" Chrome Rabbit
Build & Materials: 3D geometric rose-gold/chrome plating, LED circuitry, premium flatbed truck hire, driver, and logistics.
The "Priority Seat" Bus Takeover
Build & Materials: "special build" premium bus shelter lease, installation of weather-proofed pink velvet armchairs, custom brass engraving, and public liability insurance.
The "O-Wave" Sound Sanctuary
Build & Materials: Modular pink sanctuary pod hire, custom low-frequency audio engineering, haptic seats, and a 1-day brand ambassador team.
The "Empowerment Mirror" Maze
Build & Materials: Premium gold tri-fold infinity mirrors, custom motion-activated smart glass LEDs, structural weight-ballast, and logistics.
The "Do Not Disturb" Street Dispatch
Build & Materials: Production of 5,000 high-grade, plush velvet door hangers with printed custom QR codes, plus 4 professional street team members in custom hotel-concierge uniforms.