the subscription razor brand Estrid is celebrated for its fearless approach to sexuality, identity and intimacy. so for valentines we created a counter cultural campaign by taking a stand for dating yourself instead of others. the result was the provocative masturbation campaign Go F**k Yourself.
After asking 2000 people what turns them on while masturbating – we anonymously visualized it in a campaign movie.
“In support of those riding solo this year, Estrid’s Go F-ck Yourself Starter Kit fit with a “vibrant, raspberry red” shaver, inspired by a “vivid, pulsating, mindblowing — you guessed it — orgasm.”
The campaign became a discussion starter around social pressure around grooming & dating
Since 42% of people consider both shaving & masturbation to be a part of self-care – we made a limited edition razor. Of course in the colors Estrid fans associate with an orgasm. 3000 units got sold out in minutes.
A get to know yourself, sex game. Available to download.
An official masturbation survey was dropped to break some stigmas around self pleasure. E.g Did you know only one in five (19%) people think of their partner while masturbating?
53% of people proudly admit that when they shave, they do so for themselves (yesss!)