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SKYN’s Cinematic Film Shows Just How Soft Its Condoms Are

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UltraSuperNew Tokyo campaign demonstrates SKYN softness scale

SKYN’s Cinematic Film Shows Just How Soft Its Condoms Are

How soft are the condoms you use?  Even the most liberal of folks might find it’s a subject that can be quite awkward to discuss out loud. Global condom brand SKYN prides itself on its softness, and coming in at 467 on the SKYN Kilopascal (kPa) scale, a SKYN condom measures softer than a peach. According to the SKYN kPa scale (scroll down a bit when clicked on link), regular condoms measure a 3669 kPa and SKYN condoms a 467kPa making SKYN condoms approximately seven times softer than regular ones.

Not wanting new consumers to just take their word for it, SKYN commissioned independent creative agency UltraSuperNew Tokyo to entice those who hadn’t yet experienced the softness of SKYN to apply for free samples. 

UltraSuperNew created ‘How Soft is Love?’, a delicate cinematic-style film which sits on the SKYN Twitter page. The film shows a couple taking a selection of items from the SKYN kPa scale and literally launching it at each other to physically demonstrate the softness of those items.

Annie Hou, business development APAC, SKYN said: “Our products are popular among both male and females, hence we aim to create content that would engage both targets. For this sampling campaign, our objective is to interest non-users and hopefully they will sign up for the samples. However, in order to do that we need to convey our message in an interesting way that would break through the clutter. When this idea was presented, we were immediately engaged with the concept. The final output was beautiful, humorous and something we were very excited about.”

Yousuke Ozawa, creative director, UltraSuperNew added: “As the concept of 'soft condoms' is new to most people, we needed to connect 'soft' and 'SKYN condoms' together, which will get non-users to be curious of what a soft condom feels like. Eventually, leading them to sign up for free SKYN samples. So we showcased different items and measured how soft they are. We also added another element into it, which is relationships. We wanted to include authentic relationships of two people with a bit of history, showing how things progress between them, and how they come together at the end with (emotional) softness.”

The campaign will run until 14th February.

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Creative Agency: Ultrasupernew

Creative Director: Yousuke Ozawa

Producer: Daiki Shimizu

Digital Producer: Mana Shigeki

Art Director: Rebecca Chen

Copywriter: Ryo Motooka

PR: Zoe Brooks (Boo PR)

PR: Hinata Akiha, Iwasaki Riko (Material PR)

Production: Boomachine

Director: Marc-Antoine Astier

DoP: Christoph Gelep

Producer: Miyuki Maruoka

AC: Arnaud Sarniguet

Makeup: Kaho

Genres: People

Categories: Contraception and Lubrication, Pharmacy

UltraSuperNew, Thu, 03 Feb 2022 09:44:12 GMT