Directed by Terence Neale, the piece highlights how our modern tech threatens fundamental human physical connections
As we near 50 years since the birth of the sexual revolution, we’re faced with an all too real reality: that we’re having less sex now than we did a generation ago. That’s right. For the first time since the second World War, love-making rates are going down.
As the brand of intimacy, SKYN has something to say about that. With the help of its global agency Sid Lee Paris, the premium condom and lubricants brand has launched a new platform centred around one resounding purpose: Save Intimacy, which is about celebrating technology that brings you closer.
The campaign rolls out with a brand film directed by Terence Neale (Insurrection), winner of the Craft Grand Prix at last year’s Cannes Lions. The spot transports us to an imagined, yet not so distant future – a future in which a universal dependence on threatens fundamental human connection. An ultra-connected world where technology has taken over human interactions. In which humanity has let smartphones, tabs, VR and technological innovations get the better of their sexuality.
An imaginative way to introduce SKYNFEE technology, SKYN.s innovative ultra-thin and ultra-soft material for condoms that. A technological revolution welcome in the bedroom – one designed to make you feel everything and get closer to your partner.
The brand brings to light an uncomfortable, yet irrefutable fact that technology is eating into all aspects of our daily lives, including bedroom time. “Today it’s easier to look at strangers’ everyday lives on Instagram than it is to meet someone in person. When Netflix launched, for example, sexual relations dropped 10%”, explained Céline and Clément Mornet-Landa (Creative Directors, Sid Lee Paris).
“Our aim was to strengthen SKYN’s brand territory by putting sexuality at the heart of both the social and sensual discussion,”said Mehdi Benali, Managing Director, Sid Lee Paris
“We needed to shift away from a functional speech to speak to a target that didn’t want to choose between safe sex and great sex,”concluded Marta Toth, SKYN.