| Title | ORGASM SOUND LIBRARY |
| Brand | BIJOUX INDISCRETS |
| Product/Service | EROTIC TOYS |
| Category |
A06. Audio Content |
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Entrant
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PROXIMITY MADRID, SPAIN
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Idea Creation
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PROXIMITY MADRID, SPAIN
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Credits
| 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
This campaign is about making Spanish 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 orgasm 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.
Up-to-date campaign has reach 20 million people on an earned media value of 2,246,980 €.
Creative Execution
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.
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.
This campaign is about making women feel they are not alone when it comes to a rarely-discussed issue: the negative impact the media and movies have on our sex lives. By uncovering sexual taboos and prejudices, The Library of Real Orgasms sends a strong message to our target: respond to the taboo with conversation, and reveal what real sex looks like.
In a study we conducted for the campaign, we found that sound is one of the aspects of sexual life most affected by false beliefs and prejudices. 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. To this end, we created the Library of Real Orgasms, www.orgasmsoundlibrary.com.
The campaign’s call to action was a clear metaphor for the whole project: upload the sound of your own orgasm anonymously to our website and spread the word using the beautiful “Data Art” co-created on our digital platform.