We created the 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 never had sex is increasing." and expressed this theme through primal and symbolic content.

The visual dictionary Act of Love, which presents the courtship behaviors of 73 animals from around the world, has been released in the form of a book, a website, a movie, and an exhibition. The dictionary is organized not by animal but by courtship behavior category and uses photographs taken not only by photographers and researchers but also photos provided by NHK, the BBC, and other media, culminating in a genuine, multifaceted visual dictionary.

Act of Love was covered by 91 media outlets, including famous Japanese news programs and magazines. The movie reached 8.5 million views in Facebook within a month and the book also reached #1 in the English books category on Amazon.co.jp.

For brand communication, a conventional advertisement that is quickly consumed would be pointless. That is why we chose to create content with timeless value that would actually serve a purpose and put together a visual dictionary of animal courtship behaviors.

Japanese condom brand Sagami Rubber Industries was established 80 years ago and has continued pursuing technological innovation since then. In 2013, they created a condom with the ultimate thinness of 0.01-millimeters. In response to this achievement, we were challenged 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.