Planning and production of the whole promotion campaign of Okamoto’s condom: “Okamoto Zero One”. During the elaboration of Okamoto Zero One promotion campaign, we discovered that the average percentage of condom use rates in Japan was lower than in most developed countries. We proposed to Okamoto, proud number one condom seller in Japan, a promotion campaign based on a great cause: “Increasing the percentage of condom users in Japan”.
Using market research, we made several hypotheses regarding the reasons why this rate is low among Japanese people and tested them. In order to respond to worries such as
“I always forget to have one with me” or “I don’t know the right time to get it out”, we created the wearable condom device “Zero One Belt”. You can always and safely stock your condom inside the buckle of your belt and take it the moment just before the intercourse: this belt type device suppresses of all your problems.

CRAFTED FOR

OKAMOTO / Dentsu Ad-Gear

WHAT WE DID

Creative Direction, Planning, WEB, Program, Design, Hardware