PACKED COUPLE

TitlePACKED COUPLE
BrandSEE ROAD INTERNATIONAL CORPORATION
Product / ServiceCONDOMANIA
CategoryA02. Non-Fiction: series or film
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Entrant Company OGILVY & MATHER JAPAN Tokyo, JAPAN
Contributing Company OGILVY & MATHER JAPAN Tokyo, JAPAN

Credits

Name Company Position
Ajab Samrai Ogivy/Mather Japan Chief Creative Officer
Ajab Samrai Ogivy/Mather Japan Group Creative Director
Ajab Samrai Ogivy/Mather Japan Executive Creative Director
Ricardo Adolfo Ogivy/Mather Japan Creative Director
Federico Garcia Ogivy/Mather Japan Creative Director
Ricardo Adolfo Ogivy/Mather Japan Copywriter
Federico Garcia Ogivy/Mather Japan Copywriter
Paul Matheson Ogivy/Mather Japan Art Director
Junkichi Tatsuki Ogivy/Mather Japan Art Director
Junkichi Tatsuki Ogivy/Mather Japan Typographer
Photographer Hal Photographer Hal Photographer
Ken Arima L/A Co. Ltd Director
Ken Arima L/A Co. Ltd Editor
Daichi Oka Freelance Director Of Photography
Atsuko Keino Ogivy/Mather Japan Agency Producer
Hisashi Kitajima Ogivy/Mather Japan Agency Account Director
Koichi Maeda Ogivy/Mather Japan Agency Account Director

The Campaign

Condomania is a small franchise in central Tokyo specialized in selling condoms for young adults. Their image is irreverent, colorful, playful and it’s famous within the young local crowd and the young tourists. The problem is Tokyo is a mega city where funky businesses open every day. To keep up brands have to stay ahead of the game with new outstanding fresh ideas. The solution was to create a campaign based on the insight that condoms can protect and preserve our lives (and our love) forever. And to demonstrate this in a striking visual way we partnered with Photographer Hal, a cutting-edge Japanese artist, to make a poster series showing passionate couples vacuumed-packed together. The bizarre but at the same time fun imagery captured the imagination of the target immediately and the documentary showcasing the process went viral instantly being shared all around Japan and the world.

Results

To bring to life what Condomania stands for – Safe sex can be fun, we’ve created a strategy based on the platform: 1. Fun and safe sex like you’ve never experienced before. The main challenge was to reach a creative conclusion that could break new ground in a category where so many great concepts have already been done, a creative conclusion that was relevant to the audience and with viral power. To demonstrate this in a striking way we partnered with Photographer Hal, a cutting-edge Japanese artist, to make a poster series of passionate couples vacuumed-packed together. The process to achieve this eternal image is very organic and each couple can only be left inside the sealed bag for 10 seconds. A unique photo shoot that turned out to be great content for a documentary showcasing the peculiar experiment, the creative rational behind it and the couple’s testimonial on the experience and eternal love. The entire process resulted in poster campaign plus a 3,30’ documentary of the entire process. And at end the documentary became unique reflection on eternal love.

The audience was reached via social media network sites, reference blogs and reference on line publications. The seeding campaign targeted digital platforms that are opinion makers, leading voices respected by our highly critical audience. On top of it the specialized marketing media and the mainstream media outstanding reaction to it, helped push our message all around Tokyo, Japan and the world.

The campaign went viral the moment it was launched (500.000 Youtube views in the first week) and since then more than 100 articles were written in publications around the world like: BBC, Huffington Post, Fast Company, Gizmodo, Design Taxi, Marie Claire, Vanguardia, Campaign UK, Campaign Brief Asia, Creative Review, Ad Age, Marketing UK, Ad Week, La Reclame, Horizon, Ad Gang, Commercial Photo and CM Tsu-Slim, to name a few. In the meantime, the campaign was selected as: - Campaign of the Week on Creative Review - Editor’s pick on Ad Age - Ad of the day on Ad Week Condomania’s brand awareness grew up exponentially with the consumer’s sharing the branded content all around Japan and the world.