Lovehoney [uncensored],
integrated campaign-
“Say it. Feel it. Own it."
"Because pleasure was
never the problem.
Silence was."
For too long, women’s pleasure has been muted—by society, stigma and shame. Passed down like an unspoken rule, this silence became generational, shaping how women see their bodies, their desires and their right to feel.
This campaign set out to challenge that silence. Built on the insight that women are ready to unlearn shame and reclaim their power, created [UNCENSORED:], the campaign for Lovehoney—one that gave voice to what had been quiet for too long.
The goal was to empower women to speak their truth—emotionally, physically and sexually. Not just through product, but through permission: to say it, feel it and own it.
Silence positioned as the enemy and voice as the hero—transforming pleasure from a taboo into a language of self-worth, freedom and joy.
With the tagline: “Say it. Feel it. Own it.” space was created for women to reclaim their narratives and rewrite the rules.
Because when women speak their truth, the silence doesn’t just break—it disappears. Because pleasure deserves a voice.
Brand:
Lovehoney,
Role:
Art direction,
Creative direction,
Strategy,
Digital,
Print,
graphic design,
The campaign unfolded
in five phases:
Silence Speaks - Pre-launch to build tension.
Censorship data - Launch. Collect authentic data (anonymously).
OOH eye-candy - Reveal authentic truth (anonymously).
Sike - not your usual magazine.
Web legacy - e-mail+e-com.
art direction--MOODBOARD
[close-ups]
[attractive, NOT SEXUAL]
[dithered screen effect]
art direction--COLORS EDITION + DETAILS/FORMS
n1 PRE LAUNCH
ooh/digital posters
Fill-out forms on a website
[ Silence Speaks ]
Directing to the
website to fill out
the forms
Visual: Blurred/censored words on posters:
“P*easure”,
“S*X”,
“O*gasm”...
Copy: “Why are we still censoring this?”
Tagline: [ ] not revealed in this channel.
Interactive: QR code leads to new Lovehoney website page.
n2 LAUNCH
webpage
[ censorship data ]
Directing to the
website to fill out
the forms
women anonymously submit answers to the 2 questions:
--What’s the word or phrase you’ve censored — or felt you couldn’t say — as a woman?
--Why this word? What does it mean to you?
Which created an anonymous collection of censored words, phrases, and confessions about women’s pleasure and desire—what we were raised to silence, shamed for feeling, or taught to keep hidden.
A space for the unsaid, the whispered, the erased.
["What We Were Taught Not to Say"]
n3 REVEAL
OOH EYE-CANDY
Billboards slowly unveil censored words and phrases—words that have been shamefully restricted or silenced around women.
On our website, we anonymously share real words and stories submitted by users, shining a light on the stigma and taboos that surround women’s experiences. Presented in the familiar, intimate style of iOS messaging visuals, this channel creates a safe space for honest, heartfelt conversations—breaking down silence one message at a time.
n4 SIKE/NOT YOUR USUAL MAGAZINE COVER/LOVEHONEY AS A MAG
Social media and editorial
We’re creating limited-edition magazine covers that break the mold — celebrating women not just for their beauty, but for their voices. These covers highlight women who are courageously speaking out about censorship and the silencing they’ve faced.
Alongside the covers, we’ll share scrollable Instagram posts styled like an online magazine:
1--The first image acts as a bold magazine cover.
2--Following images reveal powerful stories and personal experiences from women who have begun to break the silence around censorship and stigma.
This series brings attention to the unspoken truths and invites the audience into an intimate, ongoing conversation.
n5 WEB LEGACY
e-mail+e-com.
Subject Line:
“The chapter they skipped”
“It’s not too late to unlearn shame”
Highlight products as tools of discovery, not just sex:
“Touch curiosity”
“Vibe with yourself”
“Explore with ease”
"Not just selling. Reframing a global conversation."
UNCENSORED didn’t just market products but it broke generational silence, made invisible taboos visible and empowered women to reclaim their pleasure.
—Thousands of women contributed with censored words; revealing the language society still hides.
—High engagement rates across digital billboards and interactive OOH installations.
—Influencers and public figures amplified the movement, reaching millions organically.
—Satirical magazine covers sparked media coverage and cultural debate across press and social platforms.
—UNCENSORED reframed the conversation about women’s pleasure, creating global conversations that reached far beyond the category.
—Lovehoney is positioned as not just a product, but a leader in sexual wellness and empowerment.
KPI:
—500K+ total campaign interactions
—50M+ earned media impressions
—1000+ user-submitted stories
—40+ press articles globally
—150% social engagement increase vs benchmark
Copyright ️️© Irinka Agurashvili