UltraSuperNew Tokyo & SKYN’s new campaign reminds couples how it felt when they first me
UltraSuperNew Tokyo has created, ‘Meeting for the First Time’, an experiment in the form of a short film for SKYN condoms which asks: can a couple rekindle their feelings for each other, if they met again for the first time?
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.
Married for ten years, Haruka Hatakeyama, Chiaki Hatakeyama, volunteered to be hypnotised for the social experiment. Both were carefully and slowly hypnotised 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 hypnotised 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.
The Japanese can be a shy bunch when meeting people for the first time in social situations, so initially the conversation was quite awkward, but eventually Haruka and Chiaki opened up to each other on an emotional level, showing their softer side. They were then asked: “Would you like to meet each other again?” Both partners replied “yes”.
Annie Hou, Business Development APAC, SKYN, said: “SKYN has always been about connecting couples together with soft love. As we did in the previous campaigns, this time was no different. In this campaign, we wanted to do something that would remind couples, the fundamental reason why they stay together in the first place. Simply, because they liked each other.”
Yousuke Ozawa, Creative Director, UltraSuperNew Tokyo, said: “At first, we had reservations if this idea would work, because they would have to completely erase each other’s existence and memories they’ve built up over the years. But when the hypnosis worked, needless to say we were in awe. When they started to open up to each other, that is when we felt something magical was happening before our eyes.”
The film will run on online, social channels, and seven synchronised digital OOH in Shibuya, until 22nd August. Media by DAC and Shibuya Hit Vision.
Credits
Agency: Ultrasupernew
Yousuke Ozawa, Creative Director, UltraSuperNew
Daiki Shimizu, Producer, UltraSuperNew
Alexander Tatsuki, Producer, Ultrasupernew
Mana Shigeki, Web Producer, UltraSuperNew
Rebecca Chen, Art Director, UltraSuperNew
Noga, Copywriter, UltraSuperNew
Production: Amana
Director: Tomokazu Sait
