It’s 2021, and 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, K-Y is celebrating loud and proud how real women comically refer to masturbation in an outdoor campaign, created by IPG’s Elephant, 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.”
Outdoor advertisement created by Elephant, United States for K-Y, within the categories: Health, Personal Accessories.
Executive Creative Director: Pablo Marques
Associate Creative Director: Nina Mourin
Creative Director: David Knights
Creative Director, Design: Craig Ward
Strategy Director: Becky Lau
Client Partner: Anna Taylor
Client Lead: Keith Dougherty
Project Manager: Paige Sharkey