Challenge
EasyToys turns 20 in a category that still cannot advertise freely. TV, social and mainstream media all come with restrictions. So the anniversary cannot just be a campaign. It needs to become a conversation.
EasyToys
How does EasyToys turn 20 years of sexual normalization into a cultural conversation?
Insight
Health insurance covers almost everything that keeps you well. The dentist, the physio, the therapist. But sexual pleasure is part of wellbeing too. So why is that not covered?
Idea
Claim Your Pleasure turns EasyToys’ anniversary into a public-health debate. We start a petition to get sex toys into the basic insurance package.
Execution
EasyToys asks the question on social by calling insurers and trying to claim a sex toy receipt. Then the brand launches an official citizen initiative, backed by sexologists and talk-show debate. If insurers say no, EasyToys temporarily becomes one itself: send in your rejected claim and EasyToys pays you back.
- ClientEasyToys & Young Dogs
- RoleCreative
- Year2026
- TeamSolo
- RecognitionFirst place - Gold
