ABOUT

Winter is the season sapphics feel the most. The yearning. The urge to try again.

HER came to us to build an out-of-home campaign that would connect with that moment authentically, driving brand awareness during cuffing season. This timing mattered. According to HER’s own research, 68% of sapphics say they are restarting or changing how they date in 2026. The opportunity was to show up just as that restart energy was quietly building.

Not only did the campaign deliver. It went viral.

The challenge was to show up in an emotionally charged season without relying on dating app clichés or forced optimism. With a short turnaround and a single OOH beat running across Los Angeles and New York, the work needed to land instantly and feel true to sapphic culture.
As a queer-led brand communications agency, we ensured the work was shaped from within the community it was speaking to. We assembled a bespoke team of queer women to collaborate across strategy and execution, grounding the campaign in lived experience. This wasn’t about marketing to sapphics, but co-creating with them.

The creative concept reclaimed the internet trend “Everything reminds me of her” and reframed it through a sapphic lens. In queer culture, “her” is rarely simple. She might be an ex, a friend, or both at the same time. She might be a crush, or someone you never quite acted on. We leaned into that ambiguity with knowing humour, encouraging sapphics to recognise themselves and consider restarting.

Image-led wheatpaste posters depicted subtly suggestive, everyday moments: a bowling ball being picked up, champagne spilling over fingers, and a wet patch on a sofa. Each carried the same line: Everything reminds me of her. A fourth, copy-led poster punctuated the set with a clear invitation: This is your sign. Restart your sapphic love story.

The OOH was bolstered by a wider social narrative built around “The Sapphic Restart.” Tapping into a well-known truth within the community: that when sapphics restart, they often restart fast. Follow-up social content charted the early stages of dating in January. The third date showed two toothbrushes. The fifth date revealed two house keys. By the sixth, a Scrabble board spelled out “marry me.” The story extended the humour and recognition of the posters into a shared cultural wink online.

The response was immediate and organic. Two sapphic creators independently filmed the posters after encountering them on the street, reacting in real time to how provocative the visuals felt to them because they understood the joke. That video went viral, generating over 570,000 views and more than 90,000 likes. After the video took off, HER sent the creators personalised, branded bowling balls as an unhinged, celebratory gesture. The campaign was also picked up organically by PinkNews and GirlTalkHQ, praised for its humour and cultural fluency. Engagement and sentiment were overwhelmingly positive.

Everything Reminds Me of Her / The Sapphic Restart shows that when brands co-create with the communities they’re targeting, the work connects.