Title	ORGASM SOUND LIBRARY
Brand	BIJOUX INDISCRETS
Product/Service	EROTIC TOYS
Category	A04. Data Visualisation
Entrant	PROXIMITY MADRID, SPAIN
Idea Creation	PROXIMITY MADRID, SPAIN

Name	Company	Position
Eva Santos	Proximity Spain	Chief Creative Officer
Susana Pérez	Proximity Madrid	Executive Creative Director
David Despau	Proximity Madrid	Creative Director
Antonio Jiménez	Proximity Madrid	Art Director
Cristina Luna	Proximity Madrid	Art Director
Fernando Esteban	Proximity Madrid	Copywriter
Patricia Montero	Proximity Madrid	Account Supervisor
Amanda Esteban	Proximity Madrid	Account Executive
Rafael Zafra-Polo	Proximity Madrid	Technology Director
Victor Madueño	Proximity Madrid	Creative Technology Director
Diego Alonso	Proximity Madrid	Head of Social Media
Ainhoa Labarta	Proximity Madrid	Community Manager
Gemma Selga	Proximity Madrid	Producer Director
Elías Maldonado	Proximity Madrid	Audiovisuals Coordinator
Teresa Muñoz	Proximity Madrid	Editor
Laura Carrillo	Proximity Madrid	Communications Director

The Campaign

Bijoux Indiscrets is a brand which designs and produces high quality erotic toys and accessories with a chic design. These products are mainly created to meet aesthetic taste and preferences from women and aim to empower women sexual health. A huge number of articles and studies show that the image we have from sex is completely distorted by what we have seen in the media, especially in porn movies. This campaign is about making women feel accompanied regarding a hidden issue: the negative impact that media and movies have on our sex lives. To do so, we created the Library of Real Orgasms, www.orgasmsoundlibrary.com, a place where everyone is invited to record the sound of a real orgasms and share it anonymously. Recordings were converted into a beautiful piece of Data Art, shareable on social media. By uncovering sexual taboos and prejudices, The Library of Real Orgasms have a strong message to our target group: respond to the taboo with conversation, show how real sex looks like.

More than 100 anonymous women recorded and uploaded their orgasms during the first week. The orgasms were listened more than 110,000 times over the first five days. We reached 1,838,534 users with the hashtag #OrgasmosReales in the first week, opened up the debate that remains alive to this day. 134 domestic media outlets picked up the campaign, extending the debate to Spanish society at large. 20,200,000 people were reached by publicity, meaning an earn media value of €2,246,980 €. Stemming from the initiative a documentary on the subject was produced, enabling deeper exploration of the way in which fiction has influenced our sexual behaviour.

The sound data from the recordings of real orgasms form the cornerstone of our campaign and constitute the essence of the creative concept. In addition, cutting-edge technology on the website transformed the sound into “Data Art”, a unique and customised piece of art for every participating woman. With all this “Data Art” we built a diverse art and sound gallery that paid tribute to the sound of real orgasms and real pleasure.

Our project started with a huge study investigating how tradition, education and the media affect our beliefs and behaviours towards sex, with a representative sample of 1,565 Spaniards participating. These results were use to build our proprietary report “Fiction vs. Reality in Sex” and were the basis for our website: www.orgasmsoundlibrary.com. Cutting-edge technology on the website then transformed the sound into “Data Art”, a unique and customised artwork for every participating woman. With all this “Data Art” we built a diverse sound gallery that paid homage to the sound of real female pleasure. This “Data Art” was the main tool to spread the word on social media and to ensure the whole project remained on its social track. Visitors were encouraged to create a response to our campaign by uploading their own orgasm or by taking part in the conversation by sharing “Data Art” in their social media profiles.