Sagami Rubber: Act of Love, 1

Credits & Description:

Client: Sagami Rubber Industries
Title: Act of Love
Category: Health / Medicine / Pharmaceuticals / Public Health & Safety
Agency: Rockn Roll Japan / Tokyo + Projector / Tokyo + White Briefs / Tokyo + kaibutsu / Tokyo
Url: http://www.actoflove.jp
Art Director: Chieko Zaitsu
Writer: Shogo Kawabata, Toshiya Muraoka
Creative Director: Koichiro Tanaka
Designer: Atsushi Hashimoto
Production Company: Rockn Roll Japan / Tokyo, kaibutsu / Tokyo
Director: Yusuke Kitani
Producer: Atsuki Yukawa
Animator: Komei Sato, Kazuki Nakata
Creative Team: Hideaki Oki
Editor: Soken Ito, Keiko Kamijo, Naoki Takahashi, Miki Miyahara, Ako Tsunematsu, Tomoko Ogata
Photographer: Hiroshi Manaka
Product Manager: Shimpei Oshima, Airi Soeda
Programmer: Koutarou Sone
Sound Designer: Satoshi Yoshitake
Technical Producer: Hironobu Oda
To build a branded communication with a primordial theme that does not advertise the product’s function but rather creates a new type of engagement between the brand and customer, we created a branding theme "Act of Love" based on the fact that "young people in Japan are afraid of love and the number of young people who have never had sex is increasing." To express this theme in the form of primal, symbolic content, we released an animal courtship dictionary which gathers the courtship behavior of 73 animals from around the world.