Most people are aware of Japan’s declining birthrate, but many are oblivious to the national trend of people retreating from sex. When Ansell approached us wanting to introduce a condom called SKYN to the Japanese market, we saw it as the perfect opportunity to engage people with the topic of sex in Japan.

Central to our solution was the design of an original newspaper publication called ‘’SKYNBUN’’—a pun on the pronunciation of the Japanese word for newspaper, “shinbun.” We devised an illustrated style that allowed us to communicate sensitive topics without being too explicit.

Three editions were designed with stimulating themes to celebrate and promote sex education, health, and culture. The size, form, content, and distribution encouraged couples to get close and read together. The physical paper was also supplemented by digital content, including an original mobile game to be played as a couple.

Ultimately, ‘’SKYNBUN’’ managed to create a face for the SKYN brand that was sensitive to cultural concerns and social needs while achieving the marketing goals of the product.

Read the full case study with juror comments here: [http://www.aiga.org/cased-2015-winner-skynbun-newspaper-condom]

“After reading about the cultural hurdles surrounding sex in Japan, this piece felt overwhelmingly successful in its candor and irreverence. The one caveat: I found the editorial design at complete odds with the brand—from typography to inherent character, the newsprint seemed as though it was abandoning its client brand altogether, taking on an entirely new fresh look that didn’t recognize where it came from.” —Sara Frisk