Ad Nut
Apr 7, 2016

China’s “leftover women” stand up to marriage pressure and #ChangeDestiny

From China: ‘Marriage Market Takeover’ for SK-II by Forsman & Bodenfors

China’s “leftover women” stand up to marriage pressure and #ChangeDestiny

The latest chapter of SK-II #ChangeDestiny campaign takes a look at the pressure women face in China from both their parents and society to marry young and chronicles their road to acceptance.

Titled ‘Marriage Market Takeover’, the film is highlights the brave and inspirational women who won’t let pressure dictate their future and features SK-II’s takeover of a marriage market in Shanghai.

It aims to show that Sheng Nus (leftover women) are not leftovers but, on the contrary, strong women who choose if and when they want to get married.

This comes under the beauty brand’s new brand philosophy that was launched early this year, which aims to champion and inspire women to take control of their destiny—whether in life or in their skin.

It also marks the first piece of work by Swedish agency Forsman & Bodenfors for the company.

Ad Nut won’t lie, Ad Nut had to reach for the nearest dry leaf on the ground to dab away the tears that formed while watching this video.

Ad Nut’s female human friends also had the same reaction and the level of resonance runs deep, with many sharing that they’ve had similar comments from the video said to them.

“We always thought our daughter had a great personality. She’s just average looking, not too pretty,” says a mother in the video as her daughter, seated next to her, holds back tears. “That’s why she’s leftover.”

Outrageous! Ad Nut couldn’t decide whether to continue sniffling or try and reach out through the screen to smack some sense into these parents who obviously do not realise that their words were hurting their daughters.

But the ending, where the “takeover” of the marriage market happens, managed to restore some faith in this cynical squirrel about whether the parents actually give a damn about their female offspring’s happiness.

A beautifully shot film, with a powerful message showcasing some wonderfully brave women, Ad Nut gives full marks!

 

Need more ads? Visit Ad Nut's Campaign colleagues:
Campaign UK | Campaign US | Campaign India | Campaign Turkey | Campaign Middle East

 

Source:
Campaign Asia

Related Articles

Just Published

3 hours ago

Edelman global revenue falls 3.7% to $1.04 billion ...

The independent agency’s performance was impacted by a 9.1% decrease in the US, while Asia-Pacific rose by 1.7%, with Korea, India and Singapore all posting gains.

4 hours ago

Google incorporates Gemini into Performance Max

The roll-out of Performance Max's enhanced generative AI capabilities will begin in the US in March in English, expanding globally thereafter.

4 hours ago

Women to Watch Greater China 2024: Amanda Ma, ...

Ma’s deep understanding of the Chinese market and its nuances, and the ability to unify and inspire diverse functional teams are instrumental in her holistic strategy to develop talent effectively.

4 hours ago

Looking back, looking forward: Tze Kiat Tan, BBDO Asia

In a fresh series, APAC adland CEOs share their hopes and fears for the year ahead and reflect on 2023. In this edition, we chat with Tze Kiat Tan, CEO of BBDO Asia.