DENTISTE’, a global toothpaste brand with a unique proposition fresh kiss, wanted to increase awareness in Japan using kiss as a key visual for its promotion.

However, unlike Western countries, public displays of affection are less prevalent in Japan. In fact, it is often frowned upon. Although young people dream of romantic situations just as their beloved anime, kissing in public is still quite taboo.

To challenge this taboo, DENTISTE’ created a large lightbox in center of Tokyo that casted a silhouette outside, giving couples a one of a kind experience, and also giving onlookers a very romantic show.

3 meters cubic light box became our ambient media, which invited in couples to become our ad while having one of a kind experience.

Created 3 cubic meters light box at shopping center in Roppongi, center of Tokyo, for one day event.

Couples were invited in to demonstrate their love for one another, in a situation where they were seen kissing, but not actually seen kissing. Kissing Silhouette Booth was an ambient media which target audience wanted to see and also participate in and share on SNS.

Public displays of “filtered” affection aroused instant curiosity, and along with a post event movie, kissing silhouette was carried by online news, the blogosphere, and social networks, viewed in more than 120 countries, with a total media reach of more than 5,502,000+.