‘Undressing Softness’ – SKYN’s Valentine’s Day Campaign Focusing on Love & Intimacy

Four couples were given 10 envelopes, each containing instructions on what to do next with their partner.

Client

SKYN

Agency

UltraSuperNew Tokyo

Boomachine

With Valentine’s Day coming up, condom brand SKYN has launched a new campaign via UltraSuperNew Tokyo which focuses on the questions: “On a day when the expectation is romance, passion, affection and intimacy, how can couples in a long-term relationship really connect with their partner? How can they really see each other? Not just their partner’s eyes but their entire body?”

The answer? ‘Undressing Softness’, which includes a film with couples who were given 10 envelopes, each containing instructions on what to do next with their partner.

According to the brand, “Each instruction was a surprise, they didn’t know what they were going to be asked to do. They started off with simple instructions such as “hug each other” or “look into each other’s eyes”, working up to higher levels of intimacy with each new instruction. The final, and most intimate being to undress each other.”


 

Check it out:

The full range of instructions:

  • Envelope 1: SPEAK – How long have you been dating?
  • Envelope 2: DO – Hold each other’s hands for 60 seconds
  • Envelope 3: DO – Hold hands, but this time look in each other’s eyes for 60 seconds
  • Envelope 4: SPEAK – Tell each other what you find attractive about one another
  • Envelope 5: DO – Hug for 30 seconds
  • Envelope 6: SPEAK – Tell each other how the hug made you feel
  • Envelope 7: DO – Slowly unbutton & remove his shirt
  • Envelope 8: DO – Slowly unzip/unbutton her shirt
  • Envelope 9: DO – Remove the rest of his clothes not including underwear
  • Envelope 10: DO – Remove the rest of her clothes not including underwear

“As a condom brand we wanted to create a campaign that will build up excitement for Valentine’s day, where condom consumption tends to increase,” said Annie Hou, Senior Manager – Business Development APAC LifeStyles.


 

“The concept required the couples to undress each other and has caused a bit of concern when it came to media placement, but we knew and believed that half naked couples would instinctively create a strong hook. We also wanted something that creates more than just impact. Something that reveals the soft but yet strong connection between couples, just like what we’ve been continuing doing.”

Yousuke Ozawa, Creative Director, UltraSuperNew added: “As we were planning this experiment-ish idea, we didn’t give out any information to the couples so they were definitely in for a surprise. But as the directions in the envelope eased them into the real topic, every couple were comfortable undressing each other. One couple immediately smiled, other couples became very tense and other couples were completely open to it, as if they couldn’t wait to start. Every couple had a different reaction to the envelope.

What we found interesting was, after they took everything off (besides their underwear), all four couples hugged each other without any instructions from the director or from the envelope, as if they were pulled together.”

Undressing Softness will run until the 15th of February, and on Twitter and digital OOH in Tokyo’s Shibuya station.


Credits

Client – SKYN

Annie Hou – Business Development APAC

Agency – UltraSuperNew

Creative Director: Yousuke Ozawa

Art Director: Rebecca Chen

Copywriter: Issei Usui

Producer: Daiki Shimizu

Web Producer: Mana Shigeki

Web Producer: Alex Watanabe

Producer: Alex Schmidt

 

Production company – Boomachine

Director: Marc-Antoine Astier

DoP: Christoph Gelep

Producer: Miyuki Maruoka

AC: Arnaud Sarniguet

Makeup: Kaho

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