UltraSuperNew Tokyo Showcases the Impact of Human Connection in New SKYN Campaign

UltraSuperNew Tokyo and SKYN Launch ‘Connected by Softness’ Campaign to Highlight Genuine Human Connection

UltraSuperNew Tokyo and SKYN have unveiled their latest campaign, ‘Connected by Softness,’ which launched today across Japanese social media channels. This innovative campaign features two single volunteers who independently underwent a series of compatibility tests with experts before meeting each other.

In today’s digitally ‘connected’ world, the quest to find love often leads people to rely on algorithms, psychology, astrology, and other methods to perfect the ‘science’ behind relationships. These common approaches match individuals based on a variety of factors including common interests, behavior, character traits, and social demographics.

SKYN condoms challenge this norm, advocating that genuine connection stems from real communication, understanding, and physical closeness. Emphasizing their brand ethos, SKYN believes the most important element in a relationship is to understand and care for one another, which they term “Softness.”

The Japanese Summer campaign by SKYN and UltraSuperNew Tokyo aimed to test their theory that successful connections are built on real communication and physical closeness.

The campaign began by introducing two single volunteers, who were informed that they were nearly a 100% match. They were then challenged to prove their compatibility through a series of additional tests. The result was a heartwarming observation of the pair engaging in playful interactions, solving puzzles, communicating confidently, laughing, and enjoying each other’s company. By the end of the experiment, both participants felt a genuine connection.

The twist came when it was revealed that the experts were actors and the tests were fake, so there was no actual 100% match. Despite this revelation, both participants expressed that they felt a true connection, reinforcing SKYN’s theory that genuine connection can come from real interaction.

Annie Hou, Associate Director of Sales & Marketing at MAM LifeStyles, commented, “As we target a younger audience, we aim to highlight what truly matters in relationships: human connection. In a world where information is always at our fingertips, we often overthink with our rational minds. Our goal was to emphasize the value of genuine connection and physical sensory experiences, encouraging people to trust their instincts over intellect.”

Yousuke Ozawa, Creative Director at UltraSuperNew, added, “When we conceived this idea, we were careful not to undermine the credibility of compatibility tests or fortune tellers, as many people genuinely value their insights. Our core message was straightforward: ‘Softness’ fosters genuine connections, independent of test results. After the experiment, we wondered if their ongoing closeness was just a placebo effect. Yet, if that were the case, their feelings would have faded quickly. We discovered that their genuine physical connection may have been crucial in keeping their bond intact.”

The ‘Connected by Softness’ campaign by UltraSuperNew Tokyo and SKYN underscores the profound impact of human connection, reminding us that the true essence of relationships lies in real interaction, understanding, and physical closeness.

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