| Title | FREEDOM PROJECT |
| Brand | CORLISON |
| Product / Service | OKAMOTO |
| Category | B02. Consumer Products |
| Entrant | TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE |
| Entrant Company: | TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE |
| Advertising Agency: | TBWA\DIGITAL ARTS NETWORK Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Oz Dean | TBWA\Tequila\Singapore | Creative Director |
| Antti Toivonen | TBWA\Tequila\Singapore | Creative Group Head |
| Maurice Wee | TBWA\Tequila\Singapore | Creative Group Head |
| James Holman | TBWA\Tequila\Singapore | Copywriter |
| Martin Loh | TBWA\Tequila\Singapore | Copywriter |
| Reginald Ocampo | TBWA\Tequila\Singapore | Art Director |
| Sharim Gubbels | TBWA\Tequila\Singapore | Senior Digital Art Director |
| Alex Kwa | TBWA\Tequila\Singapore | Digital Art Director |
| Daphne Tann | TBWA\Tequila\Singapore | Junior Art Director |
| Hilwan Idus\sean Tan | TBWA\Tequila\Singapore | Digital Developer |
| Kaye Cheng | TBWA\Tequila\Singapore | Social Media Creative |
| Takanori Iseki | TBWA\Tequila\Singapore | Digital Producer |
| Brent Farrell | TBWA\Tequila\Singapore | Managing Director |
| Joanne Theseira | TBWA\Tequila\Singapore | Group Account Director |
| Melanie Keppler | TBWA\Tequila\Singapore | Senior Account Manager |
| Brent Tollman | TBWA\Tequila\Singapore | Planner |
| Jean Abideen\audrey Anthoney | E-Graphics | Art Buyers |
| Vinda Karunan | Six Toes | Tv Producer |
| Songzu Singapore | Music\sound | |
| John Merrifield | TBWA\Digital Arts Network Singapore | Creative at Large\Asia Pacific |
| John Merrifield | TBWA\Digital Arts Network Singapore | Creative at Large\Asia Pacific |
| The Farm Sydne | iPhone Developer | |
| The Farm Sydney | iPhone Developer |
Our print ads were banned for promoting promiscuity, but magazines like FHM liked them so much, they gave the project several pages coverage anyway. Bloggers around Asia reviewed the range of products, and people even posted videos of themselves trying the products around town. We had more than 2,500 app downloads and hundreds of other products delivered. And with new product suggestions flowing in each day from our fans, it's clear that the Project has found a wide following. All in all, we reached an audience of over 1 million without any need for traditional advertising.
We started the Okamoto Freedom Project. It's a range of products that helps Singaporeans get better at getting away with it. The three products are: Urban Camouflage Targeted at couples who enjoy nighttime drives to deserted spots, this set of window decals makes your car look empty, even when it's not. Available in the Okamoto Freedom Project eStore. TipOff For those living with their parents, we made an app that turns your phone into an early warning device. Nightcap There are no condom vending machines in Singapore, so for those who hook up in bars and clubs, we created the Nightcap a condom hidden inside a coaster with your drink. To reach our audience, we also created videos and user guides to be featured in lifestyle media.
In Singapore, it's practically illegal to advertise condoms, so Okamoto needed another way to reach its audience of 18-35 year-old Singaporeans. With many Singaporeans living with their parents into their 30s, privacy is at a premium. This restriction, coupled with the fact that Singapore is still a largely conservative society, means that when Singaporeans have sex, they have to be smart and keep things under wraps. Knowing where and how they hook up, we aimed to reach privacy-challenged Singaporeans and provide ways for them to have fun without being found out. We reached them in places where they frequented, used social media to create talkability, and engaged popular bloggers who endorsed our solutions to the Singapore-wide problem.