Communication

Condoms with a sex board game

Extra Form

Country	Japan
Year	2024
Award	WINNER
Client	Chou kyusoku Syouten Co., Ltd.
Affiliation	Gento Oba
Designer	Gento Oba
English	In Japan, many people find it embarrassing to talk about sex. As a result, many couples are not satisfied with their sex lives. Therefore, we released "ASOCON" which includes condoms and an original sex Sugoroku. Sugoroku is a traditional Japanese board game. If you play ASOCON’s Sugoroku with your partner, you may know their sexual thoughts and preferences by answering or asking multiple questions in the "squares”. ASOCON received great feedback on social media (14.2 million+ impressions / 72,000+ interactions). It was reviewed as "a cute design and concept that allows people to talk about sex in a positive way".
Native	日本では性について話すことを恥ずかしいと考える人が多く、カップルでさえも、性について話すことは少ない。その結果、性生活に満足していない、お互いを理解していないカップルが多く、セックスレスも深刻な問題に。 　そこで、日本の伝統的なゲーム「すごろく」をモチーフとして、お互いの性の考えや嗜好についての質問、ムードを高めるアクションを「マス目」にした、ポップなデザインのすごろくがついたコンドーム「あそぶ前戯ゲーム付きコンドーム」を制作。 　SNSでは、「これまでにないコンドーム」「かわいいデザイン・コンセプトで性についてポジティブに話せる」と大きな反響を呼んだ。(1420万インプレッション / 7.2万インタラクション) このコンドームをきっかけに、これまで話せなかったことが話せた、相手のことをより理解できた、いつもとは違うさらに満足する時間を過ごせたなどの声が多数溢れた。商品は即座に完売。今後、全国のラブホテルに設置され、さらに多くのカップルが使用することに。すごろくという日本人に馴染みのモチーフを応用し、親しみやすいデザインにすることで、性について話し合うきっかけとなった。そして、宣伝費０円で多くの人に行き渡ることになった。
Positive Comments
Judging Comments	"ASOCON" was highly praised for its innovative approach in addressing the societal taboo of discussing sex in Japan. By integrating a traditional game, Sugoroku, with condoms, it encourages open communication between partners about sexual desires and preferences. Its positive reception on social media highlights its success in creating a fun, engaging way to break down barriers and foster healthier sexual relationships.

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