22.5% of Spanish women have never or almost never managed to achieve an orgasm during sexual intercourse and most of them feel such pressure to reach orgasm or to reach it in the way their male partners are expecting that 52% of women occasionally end up faking orgasms and 11.8% always fake them. Why? A huge number of articles and studies show that the image we have of sex is completely distorted by what we have seen in the media, especially in porn movies. 63% of women believe we have an unrealistic image of sex and 49% believe they did not get enough sex education when they were young. This situation not only brings to light the difference between fiction and reality, but also uncovers the many prejudices around sexuality, especially female sexuality. Bijoux Indiscrets, a brand committed to empowering women wanted to show that real sex is different from sex in the movies, and talking about it is the only way to make that happen.
Realising sound was a powerful creative asset, we decided to use it as the main basis of our campaign. So we invited anonymous women to share something as personal and as intimate as the sound of their own orgasms. We wanted to give a voice to “the diversity of female pleasure” and show that sex is pluralistic, with plenty of nuances, utterly different to the version depicted by the media and porn movies. To this end, we created the Library of Real Orgasms, www.orgasmsoundlibrary.com, a place where everyone is invited to record the sound of a real orgasm and share it anonymously. Cutting-edge technology on the website also transformed the sound into Data Art, a unique and customised piece of art for every single participating woman. With all this “Data Art” we created an exhibition that is touring the world's greatest cities and which will culminate at the New York Museum of Sex. It consists of a sample of the more than 750 orgasms we have received from 51 countries, including the real orgasm from one of Spain’s best porn stars and feminist director, Amarna Miller. For her orgasm, the only one in the library that is not anonymous, we created an interactive poster that allows you to listen to it with the simple stroke of a finger, and it is the star piece in the exhibition.
Since its launch, more than 750 anonymous women from 51 different countries recorded and uploaded their orgasms. Spain, EEUU, Germany, Mexico and Colombia are the nationalities that have contributed the most, including countries such as India, China, Saudi Arabia and Pakistan. The Orgasm Sound Library receives 50,000 visits every month, converting the website into a resource for co-creation and consumption of content with 3,000,000 plays. EEUU, Germany, China, Spain and México hace been its main consumers. The #OrgasmosReales hashtag served as a common thread for an intense conversation about the taboos surrounding female sexuality: exactly the objective we were looking for with the campaign.
Experiential advertisement created by Proximity, Spain for Bijoux Indiscrets, within the category: Personal Accessories.
Chief Creative Officer: Eva Santos
Executive Creative Director: Susana Pérez
Creative Director: David Despau
Art Directors: Antonio Jiménez, Cristina Luna
Copywriter: Fernando Esteban
Account Supervisor: Patricia Montero
Account Executive: Amanda Esteban
Technology Director: Rafael Zafra
Creative Technology Director: Víctor Madueño
Head of Social: Diego Alonso
Community Manager: Ainhoa Labarta
Production Director: Gemma Selga
Editors: Teresa Muñoz, Elías Maldonado
Communications Director: Laura Carrillo
Head of Strategy: Juan Manuel Ramirez