LIFE’S TOO SHORT TO FAKE IT

Issue: In the wake of the women’s empowerment movement, women were fighting the equality differences across the board. But one inequality wasn’t being addressed: in the bedroom. But she was too embarrassed to talk about sex and lubricants. In order to break through, we needed to energize the empowered woman and end the stigma to help all women reach their climax.

Insight: Women live in a gender-imbalanced world, and that extends into the bedroom. Nearly all men climax during sex, but only half of women do.

Idea: Life’s too short to fake it. Break down the orgasm gap bedroom by getting real about the orgasm and woman’s sexuality. Empower her to refuse fake orgasms and feel confident in demanding the big “O”.

Impact: This New York Fashion Week activation was the first tentpole of the 2019 campaign for Astroglide and drove nearly 10M impressions and 10K survey responses in just two weeks.