Bijoux Indiscrets is a brand that originates and produces high quality erotic toys and accessories with a chic design. Bijoux Indiscrets is a brand committed to empowering and educating women on their sexual lives and we wanted to do something practical that would help women in this aspect of their lives.

22.5% of Spanish women have never or have almost never managed to achieve orgasm during sexual intercourse and most of them feel such pressure to reach orgasm or to reach it in the way their male partners are expecting that 52% of women occasionally end up faking orgasms and 11.8% always fake them.

So we invited anonymous women to share something as personal and intimate as the sound of their real orgasms. We wanted to give a voice to “the diversity of female pleasure” and show that sex is pluralistic, with plenty of nuances, quite different to the version depicted by the media.

To this end 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.

The sound of real orgasms lies at the heart of the campaign’s data usage. The campaign revolves around sound data: real and anonymous orgasms without which the campaign would not exist.

Visitors were encouraged to activate the campaign on social media and to produce new contents and conversations to help us drive change. To achive this we developed an app that enabled these sound data to be used in a personalised way and to be turned in real time into “Data Art”, unique and customised artworks that in turn became new creative pieces in themselves, serving to disseminate the campaign, making the project likeable and shareable.

Data Art is created in a personalised way using the latest technology: the basic sound wave of the orgasm is converted into a line of reproduction and is seen as a circumference whose size is determined by the duration of the sound. The colours of the circumference are selected from a predefined range depending on the frequency of each sound. Its movement is determined by the sound data at any given moment. The direction and velocity depend on the gain and the average frequency and length on the sound wave.

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.

10,000,000 people were reached by publicity, meaning an earn media value of €1,246,980

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.

The sound data from the recordings of real orgasms form the cornerstone of our campaign and constitute the essence of the creative concept. In addition, cutting-edge technology on the website transformed the sound into “Data Art”, a unique and customised piece of art for every participating woman. With all this “Data Art” we built a diverse art and sound gallery that paid tribute to the sound of real orgasms and real pleasure.

With the Library of Real Orgasms, we started a project aimed at a more open conversation regarding real sex. Bijoux Indiscret’s goal is to change our attitudes and behaviours with regards to sex and to create a platform for more open and honest conversations about our sexual lives, which could lead to improvements.

On the website, women were given a great deal of information about the issue and were encouraged to participate by recording their own orgasm.

We would like to break taboos and prove that real sex is actually different to the one portrayed in movies and talking about sex is the only way break these taboos. Using the slogan “I believe sex is not as shown on TV” we created our strategy: to develop a battle cry in favour of real sex based on the conviction that talking about it would mean a change in society.

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.

Bijoux Indiscrets is a brand that originates and produces high quality erotic toys and accessories for women.

22.5% of Spanish women have never or almost never managed to achieve an orgasm during sexual intercourse and most of them feel such pressure to reach orgasm or to reach it in the way their male partners are expecting that 52% of women occasionally end up faking orgasms and 11.8% always fake them.

Why? A huge number of articles and studies show that the image we have of sex is completely distorted by what we have seen in the media, especially in porn movies. 63% of women believe we have an unrealistic image of sex and 49% believe they did not get enough sex education when they were young.

Bijoux Indiscrets is a brand committed to empowering women and educating them on their sexual lives, so we wanted to do something about it.