VH1 / DATING NAKED

BACKGROUND///

In this reality dating competition show, contestants bare it all. On a series of blind dates, both parties are totally nude, then choose which guy or gal they'd like to pursue. Along the way, they may ride horses, shower together, kiss, or even bump uglies.

The sensational show premise presented some unique marketing challenges. Chiefly among those was finding a way to market nudity, but without it being sexy. How do we get across the light tone, which is surprisingly saccharin? And how can we use visual devices like pixilation or blurred body parts creatively? To firmly establish the tone in A/V, we took a classic rom-com dating cliché and gave it a cheeky makeover to launch the multi platform 360 campaign. We followed that with a humorous blitz of OOH, media and off-site activations.

The series opened in a strong position, outperforming the usual time slot. The 1-hour show had 826,000 total viewers with 480,000 among Adults 18-49 and the 0.5 rating was the best non-Monday premiere that VH1 had in four years. The campaign traded clothes for accolades, garnering two Clio awards.