Breaking down the stigma associated with female and femme masturbation.
Vodka Cruiser, a brand that has been championing female and femme fun for over 21 years, has partnered with Australian music duo, The Veronicas, to release music as first-time solo artists, aimed at breaking down the societal stigma associated with female and femme masturbation.
Vodka Cruiser engaged Jessie and Lisa to launch the initiative, called ‘The Solo Project’, via TBWA\Melbourne. Produced by BRING, each of the sister’s original tracks and corresponding music videos are an empowering celebration of self-pleasure, intended to encourage more females and femmes to talk openly about the topic.
The initiative comes off the back of a survey commissioned by Vodka Cruiser that revealed that while most Australian women find masturbation to be fun and healthy (72%), 57% admit to feeling ashamed when they masturbate.
TBWA\Melbourne said: ‘Vodka Cruiser is a unique brand that has organically embedded itself into culture, with its fanbase appropriating the brand for their own social fun. But as we discovered, fun is not always equal, and so we set out to do something about it. We are incredibly proud of this campaign and the societal conventions it will hopefully help to disrupt."
Executive partnerships director at BRING, Brooke Pilton, said: "The Solo Project has been an incredibly fluid and intimate collaboration between BRING, The Veronicas, Vodka Cruiser and agency partners.
"Beyond the music touchpoints, BRING designed and executed a strategy for the singles release campaign, leveraging the vast capabilities of Universal Music Australia encompassing A&R, marketing, media servicing, vinyl production, content and access to exclusive Streaming ad formats only accessible to artists."
The Veronicas songs and music videos are streaming now across Spotify, Apple Music and YouTube. A limited number of vinyl records have also been produced and are available to purchase via the Vodka Cruiser website, with all proceeds going to charity.
The campaign is rolling out across PR, social, paid media and digital.
Credits:
PR Agency: Eleven
Media Agency: PHD
Music Agency: BRING: Universal Music for Brands
● Adam Ireland, General Manager
● James Griffiths, Executive Creative Director
● Brooke Pilton, Executive Partnerships Director
● Jon Darren, Creative Director
● James ‘Wilko’ Wilkinson, Creative
● Chris Russell, Brand Partnerships Director
● Isabella Ziino, Account Manager
Video Production: Eight
● Director: Courtney Brookes
● Director: Anita Lee
● Executive Producer: Lib Kelly
● Producer: Jess Belgiovane
● DOP: Tyson Perkins
● DOP: Alex Leeway
● Editor: Jordan Swioklo
● Colourist: Alina Bermingham
● Online Artist: Jess Morgan
● Photographer: Jordan Kirk
● Choreographer: Sophie Holloway
