K-Y: Keep Life Sexy
agency: POKE NY
How can a brand tell you what “sexy” should mean? Is it the perfect bedroom, with the curtains drawn just so? Can you narrow it down to a hair color or a specific body type? No. “Sexy” is personal – and something that only you can define. Keep Life Sexy gives everyone a chance to stand up and shout to the world: “SEXY IS _____!” This site marked a new beginning for K-Y – an effort to reach out to the world and redefine what “sexy is” on everyone’s terms. This is what it looks like when a brand stops shouting and starts listening.
After viewers submit their thoughts on what “sexy is” to the Keep Life Sexy site, they can sort through the data by age and gender, allowing them to gain a narrower perspective on what men and women in specific age groups believe sexy is. Of course, this also becomes a wealth of information for the K-Y brand to use in its development of new products and messaging. The Keep Life Sexy site is a social experiment that doubles as a research project for the brand, and its value to the end user keeps people coming back to continually add to, and explore, what sexy is.