SKYN Japan’s Valentine’s Day campaign via UltraSuperNew Tokyo is ‘Undressing Softness’
With Valentine’s Day fast approaching, SKYN Japan has focused on couples via new social and digital OOH campaign. The ‘Undressing Softness’ campaign is the latest from UltraSuperNew Tokyo which continues SKYN’s overarching narrative of the strong connection between couples.
On a day when the expectation is romance, passion, affection and intimacy, how can couples in a long term relationship really connect with their partner? How can they really see each other? Not just their partner’s eyes but their entire body?
Four couples were given 10 envelopes, each containing instructions on what to do next with their partner. Each instruction was a surprise, they didn’t know what they were going to be asked to do. They started off with simple instructions such as “hug each other” or “look into each other’s eyes”, working up to higher levels of intimacy with each new instruction. The final, and most intimate being to undress each other.
Annie Hou, Senior Manager – 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. We also wanted something that creates more than just impact. Something that reveals the soft but yet strong connection between couples, just like what we’ve been continuing doing.”
Yousuke Ozawa, Creative Director, UltraSuperNew, said: “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 were comfortable undressing each other. One couple immediately smiled, other couples became very tense and other couples were completely open to it, as if they couldn’t wait to start. Every couple had a different reaction to the envelope.
“What we found interesting was, after they took everything off (besides their underwear), all four couples hugged each other without any instructions from the director or from the envelope, as if they were pulled together.”
Undressing Softness launches today until the 15th February, and runs on twitter and digital OOH in Tokyo’s Shibuya station. Media was by Hit Vision and DAC.
Credits
Client – SKYN
Annie Hou – Business Development APAC
Agency – UltraSuperNew
Creative Director: Yousuke Ozawa
Art Director: Rebecca Chen
Copywriter: Issei Usui
Producer: Daiki Shimizu
Web Producer: Mana Shigeki
Web Producer: Alex Watanabe
Producer: Alex Schmidt
Production company – Boomachine
Director: Marc-Antoine Astier
DoP: Christoph Gelep
Producer: Miyuki Maruoka
AC: Arnaud Sarniguet
Makeup: Kaho
