Wow Tech

A breakthrough moment for female sexual empowerment

Challenging restrictions and reshaping how the world talks about women’s pleasure.

Services

Strategy
Creative Development
Production

Brief

WOW Tech, a global leader in the design, manufacturing, and marketing of premium intimate pleasure products, wanted to break through advertising barriers and bring conversations about female sexuality into the mainstream.

Problem to Solve

They say sex sells. Except, it seems, when it comes to female sexuality. For years, makers of sex toys for women have faced an uphill battle in media. Barred from mainstream out-of-home advertising and restricted on social platforms, they were left with little more than pornographic publications and niche channels, even when their message was positive and sex-positive. WOW Tech’s global brands increasingly struggled to secure opportunities to promote themselves and normalize female pleasure.

Solution

Partnering with The Garden and a progressive media company, WOW Tech reclaimed the narrative around female sexual empowerment in just four bold words. The first-ever billboard for the Womanizer Liberty made international headlines and was covered by major outlets around the world. Building on the momentum and positive reception, the campaign continued during the pandemic with a follow-up execution adapted to lockdown realities. The impact was undeniable. Adweek named “Scream Your Own Name” one of the Top 25 Ads of 2019, alongside global campaigns from Nike, Coca-Cola, Apple, and McDonald’s.