K-Y True Feel

How (and why) we rebranded K-Y to GA-Y for Pride.

Our 30-foot, confetti-blasting cock rocket at the 2016 NYC Pride Parade. We’re so proud

What other job pays you to draw penises? (Our concept sketch for the True Feel cock rocket.)

A little pre-march side view of our beloved float.

I maybe had a little too much fun dancing on the side of our float.

We left no manhole uncovered with new K-Y True Feel.

We left no manhole uncovered with new K-Y True Feel.

We left no manhole uncovered with new K-Y True Feel.

Description

For millions of people, K-Y is synonymous with sex — with heightened pleasure and greater intimacy. And while many couples have enjoyed K-Y’s products, the brand has been largely overlooked by gay males because K-Y has never had a long lasting, natural feeling silicon-based alternative to water based lubricants. That is until now because 100-year-old K-Y introduced its first-ever silicone-based lubricant called True Feel. The new lube came out. And to mark the occasion, so did the brand. RB’s KY, with creative partner Havas Worldwide New York, announced their coming out to the world in a big, loud way, temporarily changing their century-old name from K-Y to GA-Y online and off at New York City’s Gay Pride Parade, and generated interest and participation from millions of parade go-ers with a Facebook Live powered GA-Y True Feel Float, branded GA-Y product giveaways, manholes, and a ride down the “Lube Tube” for guests at NYC Pride’s closing party.

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Havas Worldwide: Agency

Toygar Bazarkaya: Chief Creative Officer, Americas

Jason Musante: Group Executive Creative Director

Israel Garber: Global Executive Creator Director

Luke Hughett: Creative Director

Sean Lee: Creative Director

Bryce Aviano: Senior Art Director

Morgan Perrine: Senior Copywriter

Rachel Renock: Art Director

Thalia Forbes: Copywriter

Marta Llop: Junior Designer

Hanne Vaughn, Mitch Schreiber, Mike Ramirez: Editors

Role

Creative Director

For

K-Y

Date

June 2016

Type

Rebrand