Condoms are not just in men's wallets now, but in women's purses too. Research shows that in some parts of Japan, women actually buy more condoms than the male population, proving that both genders have become very attentive to contraception and the quality of it. However, in contrast to the context above, Japan is one of the most sexless (セックスレス) nation with approximately 77% of Japanese couples rarely talking about sex. We really wanted to steam things up and get these love birds giggling on their way home or even perhaps to the nearest Love-Hotel. Thus, we teamed up with SKYN and launched the brand in Japan with a unique approach to target couples instead of just men, which no other brands were doing, making SKYN the #1 selling condom on Amazon as of today. We were able to shed a positive and vibrant spotlight towards the topic of sex, in a way people can truly open up to. Like, really open up.
- PROJECT -
SKYN condoms wanted to remind couples in a long-term relationship about the fresh and exciting feelings they had for each other when they first met, which often fades in time, especially when the relationship becomes long term. They also wanted to remind them, and encourage them to reflect on, why they are still together now, and what started this journey they decided to take together.
“Meeting Again For The First Time” is an exciting experiment in the form of a short film which asks: can a couple rekindle their feelings for each other, if they met again for the first time?Married for ten years, Haruka Hatakeyama, Chiaki Hatakeyama, volunteered to be hypnotized for the social experiment. Both were carefully and slowly hypnotized individually, with the final aim of getting them to forget each other.After the hypnosis and before the film recording began, the director briefed each hypnotized couple that they were to meet another person for a really informal chat, that is all the information they had. So, when they came in to speak with one another, it was as though they both never met each other.
- PROJECT -
How do couples get together? Is it coincidence or is it fate?
Looking back, sometimes it feels like the chain of events leading to love are too good to be true.
"Thread of Fate" - a Japanese myth - dictates that two people are connected by an invisible thread,
and that everything is the result of fate. Slowly, but surely, we are pulled to each other,
only to end up in the arms of our one true love.
In this new experiment we put this myth to the test, and see if two people in love are
actually connected by the "Thread of Fate."
- PROJECT -
When couples love each other deeply, something special happens.
It makes us feel deeply connected, and enables us to find one another, even with our eyes closed.
In our new campaign, we experimented to see if partners are able to find one another,
just with the feeling of their partner's hands.
- PROJECT -
Members of the LGBTQ community have become experts in telling apart opportunistic brands from allies. And like always, we came through extra-smoothly. When one of our associates discovered an extra lubricated condom in America, we saw it as an opportunity to provide a much-needed product in Japan: a condom specially designed to satisfy diverse sexual relationships. We, then, not only successfully persuaded SKYN to challenge this untapped market but also creatively directed and produced Japan's first and only LGBTQ condom: the SKYN Extra LUB. With the new product at hand, we activated it with the world's first Condom Fitting Room at the Tokyo Rainbow Pride with GENXY, the #1 online LGBTQ magazine in Japan. Famed illustrator otokonokoto gave the campaign its unique visual identity. The rest is history: the buzz was so huge that SKYN's booth became the biggest hit at that year's Pride and blew up on social media. Most importantly, SKYN Extra LUB was successfully launched, making them the pioneers of the newly found market and a brand that really cares. Smooth.
- PROJECT -
"SKYN" seems to be a bold name in the game, but really lives up to its reputation. We held focus groups to test SKYN, receiving a 90% positive feedback preferring SKYN Condoms over ordinary latex condoms. And no, we did not watch. In such a conservative "hush-hush" environment, we needed to take a subtle, yet bold approach to give couples a warm and cozy nudge to get them going. Inspired by SKYN's innovative soft material we developed the message, "Let's have a softer relationship," and created a free newspaper called SKYNBUN—a pun on the Japanese word for newspaper, "shinbun." We then placed a SKYN condom sample in each SKYNBUN Newspaper and used it as a classic vehicle to softly and discreetly hand it out to couples in front of movie theaters, etc., key dating areas throughout Tokyo. With 3 different designs covering stimulating themes to enjoy sex, and a SKYN Condom inside, we are sure some couples cancelled their plans for the evening.