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Love Distance

Love Distance was a month-long ‘blind’ interactive advertising campaign carried out over social  networking that followed a couple as they ran from opposite ends of Japan, towards each other, communicating via social networking tools that were also open to the public. Their separate journeys were captured by streaming video and viewers logged on to separate male and female Love Distance sites to follow their progress and take part in surveys about their attitudes and behaviours. The lovers reunited and the resulting TV ad was shown on Christmas Eve, finally revealing the product: a condom. See a video of the campaign and read more here.


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