Rethink’s edgy campaigns for Science World, a Vancouver science education centre, are the stuff of advertising legend. So it’s only natural that the ads for a new exhibit on the science of sexuality are raising eyebrows.
According to the CBC, some of the ads have been banned from Metro Vancouver bus stops. And there’s nothing quite like a good banning to make creative go viral.
This isn’t your typical sex-in-advertising cheap shot, though. It’s a truly nuanced and funny campaign that can and will get the attention of its teenage target audience by actually making them curious about the science of the one thing that’s most on their minds.
Rethink Copywriter Justin Li says of the ejaculation execution: “At the end of the day, it’s just used tissue that we’re showing. If that kind of prompts a youngster to ask their parents about it then we say, ‘What better place to answer that question than at Science World?”
The Science of Sexuality runs until September 2.
According to Science World:
This self-guided exhibition explores the different stages of human sexual development from conception to body transformations that lead to first love, to the discovery of attraction, seduction, desire and intimacy. By presenting a positive image of sexuality and exploring what science has revealed about the topic, the exhibition hopes to provide visitors with enough information on the many issues of sexuality to make enlightened and responsible decisions.
We had a similar exhibit at the Canadian Museum of Science and Technology last year, and some prudish parents (and even a cabinet minister) forced the public museum to raise the unaccompanied admission age from 12 to 16. This effectively shut the exhibit, intended to help teens overcome feelings of shame and fear about their sexuality, off from the very people it was intended to reach — because what teen in their right mind would see this with their parents? (I took my 7-year-old son to the thing. He emerged unscarred.)
Thanks to Mike for the tip.
Creative Directors: Chris Staples, Ian Grais, Rob Tarry
Associate Creative Director / Art Director: Dominic Prevost
Copywriter: Justin Li
Photographer: Clinton Hussey Photography
Studio Artist / Typographer: Tom Pettapiece, Jan Day, Rebecca Marks
Account Services: Carrie Panio
Print Producer: Sue Wilkinson, Cary Emley
Read more at http://www.thetorontoegotist.com/news/local/2013/august/9/rethink-canadas-naughty-print-ads-science-sexuality-exhibition#sZTo5WL6Hlts6uZy.99