Swedish designer brand LELO has today been awarded their first Cannes Lions in the category of product design for their luxury oral sex simulator ORA™. This marks the first-ever time an intimate lifestyle brand has been singled out for such a prestigious accolade at what is the world’s biggest annual awards show for professionals in the creative industry.
LELO’s ORA™ was competing against multi-award winning agencies and global brands such as Ogilvy, Samsung, Coca-Cola and Jawbone for its Product Design Lion. What makes the award even more striking is the fact that LELO’s ORA™ was designed, developed and marketed entirely in-house by LELO creatives. Designed as a personal massager that closely simulates the sensations of oral sex for women, ORA™ presents a sleek and striking silhouette which features a rotating ‘nub’ that moves in swirling rotations and fast flicks from beneath a layer of smooth silicone. It received praise “for providing a solution that makes people’s lives better while aiding the communication of a brand ethos,” according to the criteria of the Product Design Lion category.
ORA™ launched on the market in January 2014 within a matter of weeks of the announcement that the Cannes Lions International Festival of Creativity was planning to honor product design at this year’s festival.
LELO’s Head of Global Marketing, Steve Thomson said: “When we heard Cannes Lions were opening a new category for Product Design, we knew this was something LELO had to be a part of. Our goal is to design stunning products that allow people everywhere to enjoy healthier, more vibrant sex lives, and ORA™ is a perfect example of that. While such mainstream recognition for pleasure products is generally overdue, we’re thrilled to be among the first brands to win a Product Design Lion – it only strengthens our resolve to keep designing for pleasure in the years to come.”
LELO has won more industry awards than any brand in the intimate lifestyle sector and has been long-heralded for changing perceptions of the sex toy industry as a whole, where it applies world-class design and manufacturing standards for the past 10 years. The company also emphasizes its broader commitment to design with their annual LELO UnDesign Awards – currently underway – which tasks creatives with deconstructing design to reconstruct connections in all their forms.
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