Fall into a Fantastical World of SKYN Softness for Premium Range Launch

For the launch of the Premium+ condom, the latest new product in the SKYN Premium product range, independent creative agency UltraSuperNew Tokyo created ‘A World of Softness’, an online and social campaign aimed at couples.

Aiming to position SKYN Premium+ differently to SKYN Premium, but still upholding the brand values of togetherness and love, the world leading condom brand wanted to move away from the real stories of SKYN Premium and head down a Premium+ world, far away from reality.

‘A World of Softness’ pays homage to the special bond between a couple when they are in love and their escape into a unique world together, a place that only they know which holds significance for them alone. 

A couple play an intense but flirtatious game of ‘tag’ in the woods. When they make contact, the world starts to change in a mysterious and magical way. The world eventually turns into a place, soft and beautiful, only couples in love can see.

Yousuke Ozawa, creative director, UltraSuperNew added: "One of the challenges was to create a fantasy world, yet show the intimacy between two people. As the concept is based around the thought, ‘When couples get closer, the world becomes a softer place’ we decided to create a world, where couples play with each other competitively, but when competition is eased, the couples create a beautiful world, filled with softness."

World of Softness runs on SKYN digital and social channels and in digital OOH spots in Shibuya, Tokyo.