THE BACKGROUND

Okamoto wanted to build affinity with its target market of young adult Singaporeans. The problem is, in conservative Singapore, condom advertising is practically illegal, so we needed another way to reach them.

WHAT WE DID

Many Singaporeans live with their parents into their 30s, meaning privacy is at a premium. This means that when Singaporeans have sex, they just have to be smarter at going about it.

With this insight, we created the Okamoto Freedom Project. It's a campaign made up of a range of products that help Singaporeans have fun without being found out.With this insight, we created the Okamoto Freedom Project. It's a campaign made up of a range of products that help Singaporeans have fun without being found out.

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