“Girls Get Off” Wins World’s Best Ad Campaign

Sometimes, success isn’t about beating your competitors—it’s about being so good that they stop mattering altogether. That’s exactly what New Zealand’s cheeky start-up, Girls Get Off, has pulled off.  

 
In an industry where big players heavily restrict ads for anything sex-related, founders Viv Conway and Jo Cummins decided to take a different route. Instead of relying on traditional advertising, they’ve used creativity, class, and a bit of cleverness to grow their social media following to over 100,000 people and hit $1 million in annual revenue—all in just two years.  

 Their latest campaign, Close the Gap, created with a Motion Sickness studios, has been making waves globally. It was recently named one of the top six campaigns in the world by a leading ad awards platform and crowned *Best Print Ad* by a prestigious international archive.  

 Kai Pai  

Our Take:  

 
Here’s the thing:

limitations can be a blessing in disguise. When you can’t follow the usual rules, you’re forced to get creative. And that’s where the magic happens. Viv and Jo didn’t just play the game—they rewrote the rules entirely.  

Their story isn’t just about playing to their strengths; it’s about using those strengths to dominate spaces others are too afraid to touch. The lesson? Don’t just stick to what you know—use what you’re good at to explore new territory.  

By embracing challenges and thinking outside the box, Girls Get Off has not only built a thriving brand but also set a new standard for creative marketing in a tricky industry. Their journey is proof that ingenuity and boldness can pay off in a big way.  

Timeless Marketing Lessons from This Story:  

 
Here are some key takeaways that’ll hold up no matter how the marketing world changes:  

• Constraints Spark Creativity:
  When the usual tools or platforms are off-limits, you’re forced to think differently—and that’s where the best ideas often come from. 

• Lean Into Your Strengths:
  Focus on what you do best and use it to stand out. Don’t try to be everything to everyone. 

• Find the Gaps Others Ignore:
  Look for opportunities in areas where competitors aren’t willing to go. Sometimes, the best opportunities are hiding in plain sight. 

• Build a Community, Not Just an Audience:
  Authentic connections with your audience are worth more than any ad spend. Focus on engaging people, not just selling to them. 

• Collaborate to Elevate:
  Partnering with the right people or studios can take your brand’s messaging to the next level. 

• Don’t Rely Solely on Mainstream Platforms:
  If the big players restrict your content, find alternative ways to reach your audience. 

• Aim for Excellence, Not Just Results:
  Strive to create work that’s award-worthy. Recognition can boost your brand’s credibility and visibility. 

• Be Bold, But Calculated:
  Taking risks can set you apart, but make sure they’re smart risks. Bold moves can lead to big rewards.