OKAMOTO CONDOMS // SINGAPORE // 2011 |
CASE
BACKGROUND In Singapore the word “condom” banned from broadcast media, making condom advertising virtually impossible. So to make Okamoto the condom of choice for Singaporeans, we needed to find other ways to make our audience tick. | OKAMOTO FREEDOM PROJECT Singapore is pretty restrictive when it comes to sexual expression. Yet, Singaporeans are remarkably resourceful when it comes to enjoying those pleasures. They are like wolves in sheep's clothing. You have to be when you live with your parents into your 30s . The Okamoto Freedom Project helps Singaporeans achieve a greater level of freedom than they’ve already managed on their wits and guile alone. We created a range of products specially designed to help Singaporeans do what they do best – each other. |
URBAN CAMOUFLAGE
Make your car look empty when it's anything but
 | There's nothing like an occasional romp in the backseat, unless you have to deal with onlookers. Thwart peeping toms with Urban Camouflage. URBAN CAMOUFLAGE |
 | PRINT AD |
PROMO VIDEO |
USER GUIDE VIDEO |
 | PACKAGING |
TIPOFF
The App That Keeps An Eye Out When You've Got Your Hands Full
TIPOFF INTRO VIDEO |
 | THE APP |
 | PRINT AD |
PROMO VIDEO |
NIGHTCAP
The Coaster That Covers your Intentions
 | Okamoto is so thin we could fit it inside a coaster. We tied up with Singapore's favourite bars, and created a special drink, meaning that whenever you ordered a Nightcap, you get the coaster as well. The condom is hidden, so you'll get the cover you need when no one needs to know about it. No embarrassing detour past the corner store. PRINT AD |
USER GUIDE VIDEO |
FREEDOM PROJECT INTRO VIDEO |
 | SOME COVERAGE FOR URBAN CAMOUFLAGE / FHM |
 | SOME COVERAGE FOR TIPOFF APP / FHM |
Creative team: John Merrifiel (Creative at Large / APAC), Antti Toivonen (Creative Director), Maurice Wee (Creative Director), Reginald Ocampo (Art Director), Alex Kwa (Art Director), James Holman (Copywriter), Martin Loh (Copywriter), Sharim Gubbels (Art Director), Rayner Seah (copy intern), Melanie Keppler (Account Manager)
