Playboy Halloween House Party

Client: PLBY Group, a lifestyle brand whose mission is to create and champion a judgment-free, egalitarian culture in which all people can pursue pleasure. We worked with their apparel division for this campaign.

To reflect the new shift in brand vision and ideology, Playboy wanted to pivot the public perception of the iconic Bunny Costume.

Our Task:
(1) Elevate brand authenticity surrounding the bunny costume, changing the previous ideology surrounding the bunny suit, which was perceived as misogynistic and overtly sexualized. Leveraging visuals and copy, ensure the bunny costume is now seen as inclusive, encompassing sexual liberty regardless of gender, shape & size.

(2) Reposition the iconic Bunny Costume and drive sales and traffic to Playboy.com during Halloween.

RISE IN GENDER EQUALITY
Bands and consumers alike are working to challenge and change the status quo. 

THE RETURN OF HALLOWEEN PARTIES
Halloween celebrations are back on the calendar. Americans who had to avoid gatherings in 2020 are expected to spend big on events this year and want to enjoy socializing with friends they haven't seen.

NOSTALGIA
Due to the stress and anxiety of the global pandemic, people are nostalgic for simpler times. There is comfort in past experiences.

We reimagine the iconic Bunny Costume to empower and include all who don it. Simultaneously, we bring the full Halloween assortment to the forefront through the authentic and fun House Party concept that makes all who see it want to wear Playboy this Halloween season.

We throw the biggest, most epic Halloween house party, spotlighting the Bunnies as the main characters.

We’ll show a cast of models — diverse in ethnicities, genders, and sizes — donning different Bunny/male costumes and corresponding accessories. We’ll create beautiful still photography and video vignettes of each costume against a laid-back yet elevated party background.

Our campaign also successfully pushed boundaries with gender norms and embraced inclusivity — some of Playboy’s top-performing ads featured men wearing the Bunny Costume and women wearing the Mansion Robe.