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

 

Related Articles

Just Published

2 hours ago

WPP chiefs buy more shares despite Covid second-wave...

Stock price underwent a temporary bounce as investors considered the move a vote of confidence.

3 hours ago

WATCH: Hennessy celebrates 150 years with a daytime ...

Gunpowder and fireworks artist Cai Guo-Qiang staged the global event in celebration of Hennessy XO's 150th anniversary.

4 hours ago

Byron Sharp on why the best response to Covid-19 ...

He said that it is 'embarrassing arrogance' that marketers would think people were interested in what they had to say about the virus.

19 hours ago

See the full winners results from the APAC Effies

BMF Sydney and ALDI Australia take the Grand Effie for their entry, Loyalty Pointless Points, while Ogilvy was crowned Agency Network of the Year.