Okamoto: Freedom project

Okamoto, a condom brand sold in Singapore, faced significant challenges: a huge competitor, and a marketplace that views condoms as 'evil agents of promiscuity'.

Okamoto: Freedom project

Jacinta Ong

Campaign details

Brand owner: Corlison PTE. LtdAgency: TBWA/Group SingaporeBrand: OkamotoCountry: SingaporeChannels used: Games and competitions, Internet - general, Internet - microsites, widgets, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Print - general, unspecified, Public relations, Social media, Word of mouth and viralMedia budget:Up to 500k

Executive summary

Up against a huge competitor, in a marketplace that views condoms as 'evil agents of promiscuity' and with its own supply issues, Okamoto found smart ways to liberate shy Singaporeans in order to...

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