Chile is one of the most conservative countries in South America, sex continues to be a taboo subject and women are the main victims of this, leading 40% of Chileans to feel sexually frustrated by repressing their sexual desire.

Japi Jane is a brand of sex toys that with its direct and transgressive tone has achieved a name in Chilean identity, becoming the symbol of sexual liberation and pleasure for Chilean women. That is why for this February 14, for Valentine's Day, she wanted to break the stereotypes of this celebration and create an invitation that empowers all women to enjoy without the social pressure of this date, without the need to be in a relationship.

Women between the ages of 15 and 50, activists and the media. The idea sought to present a direct message to women inviting them to explore their sexuality by playing with japi jane and also to generate debate in public opinion, for this reason we needed a controversial action that would give us space in the media. The ideal place? The building in the shape of the phallus of Horst Paulman, the great patriarch of Chile.

We joined the artistic collective Delight-Lab, who are famous in Latin America for intervening sculptures or iconic buildings with light projections. This is how they have talked about hunger, poverty, police violence, human rights and now, together with Japi Jane, sexuality.

Together we create a giant billboard in the heart of Santiago by simply projecting our logo on the facade of the Costanera Center, we gave new meaning to that iconic building, turning it into a giant Japi Jane dildo.

A guerrilla action that was implemented the night before Valentine's Day. The projection lasted only a few hours but it was enough for everyone to see, photograph and share in their RRSS. Including all the media in the country.

The biggest dildo of all you can be seen from everywhere,

that's how we got:

7.5 million people reached.

13.5 million impressions

$0 media investment

More than $35,000 dollars in media coverage. And so we got several interviews with Jane Morgan, founder of Japi Jane, to talk about sexuality and female pleasure, everyone talking about the world’s biggest dildo in one of South America most conservative countries. Although some do not like it, like Mr. Horst Paulmann who threatened to sue if we continued to share content of the proyection, luckily the content was already from Chilean women.