Unconventional in Japan? Okamoto, a Condom Maker, Starts Large-Scale Promotion to Prevent Venereal Diseases
By Business Wire News
By Business Wire News
Okamoto Industries, Inc. (TOKYO:5122)(headquarters: Tokyo, Japan), which commands the top share in the domestic market for condoms, established the “Lovers Laboratory (http://lovers-labo.jp/)” in December 2015. The purpose of this facility is to prevent undesired pregnancies and sexually transmitted infections among people in Japan. Mr. Yoshimi Tokui, a member of the comedy duo Tutorial, was appointed head of the laboratory. The web commercial “Okamoto Zero One – Dinosaur Edition”, the latest project announced in January 2016, has generated a tremendous response both in Japan and other countries, reaching more than 1,000,000 views. The commercial was directed by Mr. Kota Morie (Transistor Studio Co., Ltd.), an energetic and promising CG creator who has also worked as chief animator on projects such as “Leaps in Evolution”, an NHK Special. We launched this project in hopes of creating opportunities that make people recognize the need to actively wear condoms out of consideration for their partners, thereby helping maintain healthy relationships.
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The female dinosaur distances herself swiftly and becomes angry. (Photo: Business Wire)
Story behind “Okamoto Zero One – Dinosaur Edition”
The setting is more than 70 million years ago on Earth. A male dinosaur and female dinosaur instinctively start flirting and then mating. During the course of mating, the aroused male dinosaur ejaculates inconsiderately. Recognizing this, the female dinosaur distances herself swiftly and becomes angry. There seems to have been a lack of consideration towards one’s partner in romantic relationships 70 million years ago. But things are different in the human world, and that’s where Okamoto can help.
In February, development will be completed for the world’s first wearable device for conveniently carrying condoms
The Lovers Laboratory is developing a device to address the issue of the “unestablished condom position.” This issue is derived from the assumption that people do not have a condom available at the very time they need one, and that this carelessness is why less people are using condoms. The Lab decided to ask the company Birdman to work on a product promotion video that will be released online around the middle of February, 2016. Birdman is a digital marketing promotion company that has won several awards in Japan and abroad, including the Cannes Lions and One Show awards.
A video for the pre-announcement of ZERO-ONE BELT: http://lovers-labo.jp/project/project02.html
Create opportunities that encourage Japanese people to think more about condoms.
According to a survey of 400 people on condom use awareness conducted by the Condom Use Promotion Committee, more than half of the people responded that they had not seen any marketing or advertisements about condoms. With the number of young Japanese people suffering from sexually transmitted diseases likely to increase, since the end of 2015 Okamoto has been aggressively moving forward with advertisements that really get young people to think about the use of condoms. We received more than 2,000 tweets in the first month after the start of terrestrial broadcast of Okamoto’s condom-related commercial, which was the first Okamoto TV commercial broadcast in 11 years. There were people who indicated that it was the first condom commercial they had ever seen, while others commended Japan for making this bold move. People who saw the commercial late at night thought it was merely being shown after normal viewing hours, and didn’t realize it was the first Okamoto TV commercial in 11 years. We hope the commercial is seen by a wide range of people both in Japan and other countries, and that it creates many opportunities for them to think about and discuss condoms.
Lovers Laboratory PR management office
Nami Hayashi, +81-3-5545-3888
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