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Skyn: Soft Competition
Finding yourself in a showdown over the last packet of SKYN condoms on Valentine's Day, could quite possibly qualify as a romantic nightmare. Yet, the condom brand's latest campaign takes the humorous approach to this awkward predicament while tapping into the Japanese cultural concept of Honne to Tatemae - which refers to the parallel between one's true feelings (honne) and socially appropriate behaviour (tatemae). Created by UltraSuperNew Tokyo, 'Soft Competition' sees a man and a woman both reaching for the final packet of SKYN condoms in a convenience store. On realising they both want the same thing, their inner 'honne' comes to life in a comical showdown of facial expressions and emotions. But just as quickly, they rein in their impulses, and return to their composed, socially responsible 'tatemae' selves.
Strategist Lilly Sato Related |
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