Sindex by Sinful

In 2022 I helped Radius CPH win a campaign pitch for Sinful. Sinful is a Danish company founded in 2008 with a mission to inspire everyone to explore, play, and enjoy a fulfilling sex life. Our task was to create a strategic campaign, that would increase brand awareness, make the use of sex toys more normalised and make Sinful be relevant in conversations about sex in the public debate. The campaign was built on the insight that communication can be the key to a better sex life. Over 4 out of 5 believe that open and honest conversations about sex, desires, and fantasies are crucial for a fulfilling sex life. However, less than half find it easy to talk to their partner about these topics, and 1 in 4 even finds it outright difficult. To address this, we developed the Sindex by Sinful—a research-based tool filled with facts and insights designed to spark public interest. It provides Sinful with a foundation for creating relevant content and engaging in public debates about intimacy and relationships