Act of Love

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, we created a 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 have never had sex is increasing." To express this theme in the form of primal, symbolic content, we released an animal courtship dictionary which gathers the courtship behavior of 73 animals from around the world.