[Student brief] Introducing I AM COMING, an unapologetic multichannel national campaign, celebrating female solitary masturbation and unveiling the Durex new customisable range of sex toys: U do U by Durex. A strategic witty teaser campaign split into 3 phases that excludes any patriarchal presence and rejuvenates the image of the brand. The launch of an exclusive mobile app with a sex toy customisation option. Reignite and celebrate female solitary masturbation amongst young females aged 18-25 and exclude any patriarchal figure. De-mystify the language and image associated with sex toys by empowering the young female generation and making sex toys a mainstream object of desire. Increase brand awareness by targeting a new audience while boosting revenue on sex toys and developing. Develop a unique tone of voice and visual language relevant to the target audience but also very relatable to other women of different age groups.