The thing is, society is 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 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.

Designed for all to stop, think and smirk, the 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”. 

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.

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