CONTROL
Love on the tip of the tongue
For Control’s (Portugal) Valentine’s Day campaign “Love Languages – Love on the Tip of the Tongue,” I was directly involved in every stage of the creative process - from shaping the campaign concept, to creating its visual identity, to designing the full social media strategy and assets.
The campaign invited people to explore the five love languages - Words of affirmation, Quality time, Physical touch, Acts of service and Receiving gifts - and put them into practice, blending playful innuendo with the brand’s bold personality.
Because Control embraces a multi-perspective approach to sex and love - speaking to both couples and single people - the concept was designed to be inclusive and engaging for everyone. Whether celebrating intimacy with a partner or self-love, the weekly giveaways and final grand prize offered something for all audiences to connect with.
Over five weeks, each love language was brought to life through dedicated content and themed prizes, culminating in a trip to Mexico
for two - promising to “put some spice on your tongue.”
Branding
The branding paired Control’s signature blue with vibrant pinks and reds to evoke passion and energy. At its heart was a key visual built around a stylized, open-to-interpretation element: at first glance, it’s
a mouth, but its contours also resemble a condom, and the tongue takes the shape of a heart - symbolizing love itself. This central element proved to be highly versatile, allowing for a multitude of reshaping and reinterpretations across formats. Its layered symbolism made it instantly intriguing, playful, and perfectly aligned with
Control’s sensuous yet cheeky tone. Rounded forms, bold typography, and flexible layouts allowed the graphic to adapt across formats, from digital posts to in-store displays, ensuring cohesion while keeping the visual language fresh.
The campaign was activated across both digital and social media channels, as well as in point-of-sale environments.
The campaign was present across both digital and social media channels, as well as at the point of sale, ensuring the message reached audiences wherever they engaged with the brand. This multi-touchpoint presence, combined with a bold and inclusive creative direction, turned Valentine’s Day into a celebration of love, intimacy, and fun in all its forms.
Client Control Portugal Agency WyCreative Creative Direction Sérgio Lobo
Branding Maria Fragoso de Almeida, Marta Rodrigues
Motion Liliana Dantas UX/UI Joana Catarina, Liliana Moreira
Social Media Strategy Bruna Veigas
Social Media Design Maria Fragoso de Almeida
Project Management Luísa Horta, Ricardo Vital
2025