“The Sex Game: letting people talk
Case Study – Using a card game to get people talking about sex

Training
Students in the 2nd year specialization took part in an innovative project combining digital strategy and creative communication. The aim of the project was to respond to a demanding brief while tackling a sensitive social issue.
- Brand Communication and Strategy
- Communication and Digital Marketing
- Communication and Visual Design
The project
To create a campaign to promote Le Jeu du Sexe, a card game designed by Joris Legendre, a former student at Sup de Pub and artistic director at DDB Paris, as a fun, inclusive way of opening up a dialogue about sexuality, targeting young people aged 18 to 24.
Given the alarming decline in sexual spontaneity among this age group (28% of young people say they are sexually inactive, according to an Ifop study), the campaign was designed to break down taboos and offer a safe, open forum for exchange.
Challenges met
The students took up the challenge of designing an innovative, inclusive and hard-hitting campaign to reach a young and diverse audience.
- Imagining creative concepts to break taboos around sexuality
- Adapting communication to a variety of audiences: heterosexuals, gays and lesbians
- Develop a humorous, no-holds-barred tone, in line with the expectations of 18-24 year-olds
- Propose multi-media campaigns: podcasts, TikToks and interactive websites
- Respecting the graphic charter while adding a fresh, pop touch
Rendering
Among the many creative proposals, one team stood out for its bold idea inspired by the game Titre. This concept consists of playing on the double meanings and innuendoes present in conversations to attract the public’s attention in a humorous and assertive way.

Their campaign includes:
- A series of TikTok videos and publications using evocative phrases to encourage interaction and fun
- A website with a no-holds-barred tone, combining humour and useful information to facilitate dialogue on sexuality.
- A sparkling, modern visual identity in harmony with the game’s charter
The result is a powerful and original campaign, perfectly aligned with the values of the game and the expectations of young people.
The role of the school
Sup de Pub has played a central role in providing students with an educational framework conducive to experimentation and creativity. Thanks to real briefs and professional speakers, the school enables them to develop concrete skills in digital strategy, design and inclusive communication.
In a nutshell
This project illustrates how the creativity and commitment of Sup de Pub students can respond to complex social issues. By liberating the debate around sexuality through a funny, no-holds-barred and inclusive campaign, they took up a challenge that was both professional and personal. It was an experience that allowed them to push back the boundaries of communication while contributing to a positive and necessary initiative.
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