Condoms do, however.
0.2 mm to be exact.
Another example of the beauty of Japanese advertising
The use of an emotion to convey a very factual and insightful selling proposition
And an ingenious feat of storytelling that strategically loopholes the law of condom advertising in Japan
If this campaign was done in the west, like many seen-in-award-show condom ads, you know you're walking into Girls can't resist me Axe territory, or I-can-go-all-night-honey positioning.
But it's Japan
GT Japan has positioned Sagami condoms up a rung from the usual filth
Condom = making love responsibly
And trust me, they should up the brand positioning, because i've seen Sagami condoms in Bali, and they cost 10 times as much as the usual rubber. Shouldn't it stand for something more than a trivial tryst?
Back to the campaign.
2 Real lovers
having a 1000km long distance relationship
GT Japan built a story of how the two gravitate towards each other (by running)
all month long
readers can follow their story via their correspondence, hosted on the lovedistance.jp website
because of strict laws with condom advertising in japan, the campaign was only branded as Love Distance
But as the month-long journey of two lovers reach its climax
they revealed the Sagami brand
and the twist
love knows no distance
that's why we've kept it as close as possible, with Sagami's 2mm ultra-thin condoms
not that it needed copy
because they're japanese
and that's why it's the winner of the Cool Use of Love/Sex Award.
View the case study
View the website
View the agency
ps. the campaign was created by one-man-army creative director/art director/copywriter/planner Naoki Ito! kinda reminds me of Sonal, but more convincing because it's not an initiative but real work.
Nice case but the English is really funky yo! O_O
ReplyDeletenice and refreshing twist
ReplyDelete