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By John Glenday, Reporter

February 1, 2023 | 2 min read

Skyn is foregoing formalities this Valentine’s Day by getting straight down to business with amorous couples.

The Japanese division of the global condom brand has teamed up with UltraSuperNew Tokyo to ‘Undress softness’, a bid to reveal the soft yet strong bonds that bind people together.

A social and digital out-of-home (DOOH) campaign timed to coincide with the day of love aims to open the eyes of partners to the beauty of their other halves with a sequence of 10 sealed instructions building intimacy from a simple hug to undressing each other.

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Participants in the campaign were presented with 10 envelopes of increasingly passionate written requests, with all parties embracing the moment to undress - except their underwear.

Having bared all each of the four couples spontaneously hugged without the need for any commands from the director, evidencing the animal magnetism of attraction.

Annie Hou, senior manager of business development, APAC, Lifestyles, said: “As a condom brand, we wanted to create a campaign that will build up excitement for Valentine’s Day, where condom consumption tends to increase. The concept required the couples to undress each other and has caused a bit of concern when it came to media placement, but we knew and believed that half-naked couples would instinctively create a strong hook.”

Yousuke Ozawa, creative director at UltraSuperNew, added: “As we were planning this experiment-ish idea, we didn’t give out any information to the couples so they were definitely in for a surprise. But as the directions in the envelope eased them into the real topic, every couple was comfortable undressing each other.”

Undressing Softness will run through February 15 on Twitter and a DOOH screen in Tokyo.

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