Let’s give ourselves a hand.
K-Y champions the sexual female gaze
We are so done with the male gaze. In fact, it’s high-time we do more to champion the female one, especially when it comes to sexual wellness. While stigma keeps the topic taboo in the mainstream, the only visibility masturbation gets in pop culture is through “bro” comedy. Until now.
For Masturbation Month, we launched a brightly-colored, hand-painted type-only campaign features headlines like “Let’s give ourselves a hand” and “Hand up if you masturbate”, along with a longer manifesto honoring “all who polish the pearl”, designed for all to stop, think and smirk. That’s how you plant the seed for change.
And the best part? This was a proactive project, as in, there was no brief. The idea came from us and the client bought it.
The OOH
We celebrated loud and proud how real women comically refer to masturbation across New York City’s most sex-forward neighborhoods: East Village, Bushwick and Williamsburg.
UGC
The best part was seeing it organically catch fire in culture.
Some press
There was a ton of industry press, but getting earned write-ups by cultural publications was all the validation needed.
Awards & Recognition
Winner - Drum Awards “Best Use of Long Form Copy”
Shortlist - Drum Awards “Most Talked About”
Shortlist - Drum Awards “Most Disruptive”
Shortlist - Campaign BIG Awards “Best Out Of Home”
Shortlist - CLIO Awards “Best Print & OOH” (copywriting)
It also got tons of industry press, but we’re most proud of our interview with Brooklyn Magazine.
Credits
Concept, Copy: Nina Mourin (Elephant)
Creative Directors: Nina Mourin, and David Knights
Art Direction: Craig Ward
Executive Creative Director: Pablo Marques