SUB CATEGORY :

BRANDED CONTENT/PODCASTS

ENTRANT COMPANY :

MULLENLOWE SINGAPORE PTE. LTD., SINGAPORE

TITLE :

AUDIOBOOBS BY SMILE MAKERS

BRAND :

SMILE MAKERS

ADVERTISER :

SMILE MAKERS

AGENCY :

MULLENLOWE SINGAPORE, SINGAPORE

EXECUTIVE CREATIVE DIRECTOR :

ANG SHENG JIN/DANIEL KEE

ART DIRECTOR :

HEIZAL YOW/KIN LIN LOW

COPYWRITER :

PEH XIN YING/LIYANA HIDHIR

AGENCY PRODUCER :

MUN WENG YONG

DIRECTOR OF INTEGRATED PRODUCTION :

JULIE CHUA

SENIOR EDITOR :

JENSEN CHENG

ACCOUNT DIRECTOR :

KEVIN KOH

PR CONSULTANT :

YINING HE

SOUND PRODUCTION COMPANY :

NACHO USUAL COLLECTIVE, KUALA LUMPUR/
FUSE ADVENTURES IN AUDIO, SINGAPORE

SOUND PRODUCER :

SHARON CHIN

MUSIC PRODUCER :

BO AMIR IQRAM

ENGLISH CONTEXT EXPLANATION :

In recent years, many women have turned to audio erotica as a safe space to explore their fantasies and physical desires.

Smile Makers, a sexual wellness brand, identified an opportunity to to make clever use of this medium with Audioboobs, a series of erotic audio stories with instructions for a breast self-exam weaved into the plots.

This innovative use of audio encouraged women to perform breast self-examinations as they self-pleasure to an immersive erotic audio fantasy, driving an important audience behaviour that could potentially save their lives.