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Lunya: I Come First

Client: Lunya
Date: Feb 2019
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Women’s sleepwear company Lunya is stepping beyond just being a comfortable garment provider and is telling women that they have the power to take control of their own pleasure in the bedroom.

The company, which states that its clothing is designed for women to feel “confidently comfortable in your most intimate space,” is taking on the subject of women’s pleasure with its ‘I come first’ campaign, which took a full-page ad out in The New York Times to make a statement. It features a woman’s torso in Lunya underwear with hands placed strategically near the waistline with the three words, “I come first” in the center.

In a blog post, Lunya company founder, Ashley Merrill, cited the rise of the #MeToo movement to get women more empowered to bring their relationship and sexual needs to the forefront.

The campaign kicked off with the full-page ad in the Sunday Style section of the Times. It will be echoed through a mural in Santa Monica, roughly 20 outdoor billboards in San Francisco, 20 in Brooklyn and 55 in New York City. There will also be a series of LA-based events centered around “prioritizing yourself in your mind, body and space”, and culminating Feb 12 with a production of My First Time by Tony Award-winning producer Ken Davenport, starring Ali Larter, Amy Smart and others. All proceeds from the production will benefit Girls Inc LA.

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