MysteryVibe Print, Outdoor Vulva Maze by McCann London

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Vulva Maze

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Industry Sex shop
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency McCann London
Chief Creative Officer Laurence Thomson, Robert Doubal
Creative Director Dom Butler
Art Director Dom Butler
Released April 2018

Credits & Description

Category: Retail Services
Media: Outdoor
Brand: MysteryVibe
Geo: United Kingdom
Co-Founder & Chief Executive - Soumyadip Rakshit
Co-Founder & Chief Pleasure - Stephanie Alys
Head of Sales: Lesley Short
Head of PR: Mike Stabile
Communications: Alice Carroll
Agency: McCann London
Chief Executive: Alex Lubar
Chief Creative & Co-Presidents: Robert Doubal & Laurence Thomson
Creative Director & Art Director: Dom Butler
Head of Art: Dan Howarth
Design Director: Lisa Carrana
Designers: Jaz Ghotora, Harold Perrin
Business Director & Head of New Business: Elizabeth Bernstein
Director of Communications: Katya Escala
Producer: Paul Gillespie
Photographer: Matthew Thomas
Published: April 2018
While the gender pay gap has sparked international debate, there’s another gap that few are talking about … the orgasm gap. Leading studies and research show that among heterosexual couples, men have 3 orgasms for every 1 orgasm a woman enjoys. That’s 200% more, or a gap of 66%, equivalent to some of the worst pay gap figures released by firms in the UK last week, and is over double the UK average pay gap. Making it one of the greatest gender inequalities our society faces.
It’s for this very reason that MysteryVibe, the luxury brand behind the world’s first body-adaptable smart vibrator, Crescendo, has launched a campaign to educate couples on the orgasm gap and how to close it. By practising more pleasurable sex for both, couples can develop more equitable, and more enjoyable, sexual relationships.
The campaign has launched as a series of three posters, each illustrating research on why the gap exists.
‘Vulva Maze’ — in a recent study, 25% of men were unable to even identify the clitoris, the centre of female pleasure, and only just over half could identify the vulva (61%). With only 25% of women able to orgasm from penetration alone, this lack of pleasure knowledge is detrimental to healthy relationships. Sex education preaches reproduction rather than pleasure, which inherently favours the easier-to-attain male orgasm. By highlighting the lack of knowledge in a playful way, MysteryVibe hopes to encourage more partners to focus on the clitoris, helping to close the orgasm gap.
MysteryVibe is committed to using their technology, products and educational communications to help couples enjoy more pleasurable sex, and bridge the orgasm gap.