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Brief Published: 20 Dec 2019

Sustainability Campaign of the Year: Pornhub

Extra
The Dirtiest Porn Ever

Sustainability was the core issue of 2019. Devastating wildfires in the Amazon and Australia, straw abolishment, Extinction Rebellion and Fridays for Future, dominated public conversation. Naturally, brands got to work putting sustainability messages at the centre of their communication strategies – including adult video platform Pornhub, which came out on top with its Dirtiest Porn Ever campaign.

The film features a young, 'amorous' couple on a beach covered in ocean waste. Meanwhile, a crew in Pornhub-branded hazmat suits cleans up around them for a very specific demonstration of "how plastic and waste can ruin an otherwise beautiful scene". Every time the Dirtiest Porn Ever is played, Pornhub donates to British company Ocean Polymers, helping it on its mission to provide a sustainable solution to removing and processing ocean waste.

It's a fairly long reach from explicit video clips to environmental concerns – but sustainability is an issue that begs for brand stretch. This isn't the first time that Pornhub has demonstrated strong work in this area, either. In April 2019, it launched an archive of documentary clips of bees pollinating narrated by adult industry stars to help support struggling bee populations.

Every individual – and commercial entities especially – should be doing their part in securing environmental conditions that sustain life on earth. And a brand like Pornhub managing to stake its claim on the matter really drives this home. Check out our Macro Trend Towards Our Sustainable Future for commercial directives that turn the sustainability buzz into lasting change.

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