That monster, love
I think this campaign called Love Distance that they created last November for Sagami Original is fantastic too. Sagami produces the thinnest condom in the world (0.02mm thin) and to promote this they created a story about two lovers living in Fukuoka and Tokyo respectively, separated 1000 kilometers from each other. To prove their love, they run to meet on Christmas Eve.
Then the way they run those 1000 kilometers (converted into its equivalent in milimeters, a billion) is broadcasted live on a teaser site without brand that makes you choose the genre you want to follow, so you just know one side of the story and makes you in need of another computer to check the other one.
The storytelling, created obviously “on the run”, makes all their conversations through text messages, GPS tracking, photos, bloggings and videochats available to the public that didn’t know what would happen when they got to meet each other, so it resulted in more interest in the development of the two runs. There was even a YouTube channel containing all the stuff generated or daily surveys generating statistics that were talked about by the two lovers while chatting everynight.
And in the end, the whole documentary thing turned out to be an advertisement whose client was revealed on the night of the 24th of December, being this the final movie: