One of the winning campaigns from Saniss 2025 went full monty on a taboo topic (human sexuality).
Anal play remains a very taboo subject, as fear and cultural stigmas discourage its exploration. And that’s been a challenge for EasyToys, Europe’s largest erotic goods store.
The brand was facing challenges in marketing anal accessories, and increased scrutiny of the brand on most social media networks, resulted in even more difficulties in reaching consumers.
So, in order to find the right solution, they sought the assistance of the Spanish creative agency Officer & Gentleman. The agency came up with a cosmic idea.
Space exploration has been explored by the media for decades, making science fiction relatable and less intimidating than anal play. While “Uranus” (which sounds like “your anus”) offered a fun pun. Officer & Gentleman suggested that this play on words could help EasyToys normalize a delicate subject, while generating curiosity, interaction and lots of laughter.
So, EasyToys launched “Explore Uranus,” a space-themed social media campaign that turned a taboo subject into an epic sci-fi adventure. The campaign included an ad, “Astronaut Training Kits” for beginners, and educational content intended to create space for conversations about anal play and to encourage adults to explore “an indoor space of infinite pleasure” with the brand’s line of anal accessories.
Knowing how to address a taboo subject is stuff for rocket scientists, and this innovative concept was fundamental to this rocket launch of a campaign.