Gabey Goh
Jul 6, 2016

SK-II invites women to #ChangeDestiny and dream again

From Singapore: ‘Dream Again’ for SK-II by Leo Burnett Singapore

GLOBAL - Following ‘Marriage Mart Takeover’, the beauty brand’s latest installment in its ongoing #ChangeDestiny campaign turns its attention to another issue in its mission to empower women to take control of their future and achieve their aspirations.

The inspiration for the work stemmed from the findings of the Global Dreams Index Survey, conducted by the brand in early 2016, which found that half of the world’s women have given up on their dreams.

The survey of 5,400 women in 14 countries found that key barriers to pursuing childhood dreams were limited financial support, fear of going out of one's comfort zone and not fitting traditional definitions of success.

The sentiment was more alarming in Asia, with women becoming less satisfied with their lives as they grow older. Japan followed by Korea had the highest number of women who revealed they had stopped pursuing their dreams, at 81 percent and 67 percent, respectively.

The four-and-a-half minute film features interviews with an ‘adult expert’ and real women who confess they have given up their childhood dreams because of societal pressures and personal limitations.

At the end of the experiment, the women become emotional when they find out who the ones counselling them really are.

The launch of the film on 22 June was paired with a 10-city activation campaign, which featured children partnering up with local personalities to rally adults to reconnect with their dreams. Within the first week, the film claimed more than 7 million views worldwide. 

Campaign Asia-Pacific’s view: This is a strong follow-up to the ‘Marriage Mart Takeover’ film, which garnered quite a lot of discussion and buzz worldwide. While it probably won’t have that same level of impact, ‘Dream Again’ is a great piece of work that fits in seamlessly with the beauty brand’s ongoing mission.

We also like the fact that it was children asking the questions in this social experiment. It offers, in addition to some heartfelt “feels”, a reminder of just how much optimism, hope (and yes, dreams), get lost along the way as people grow up.

CREDITS

SK-II Global: Kylene Campos, Brand Director; Alexandra Vogler, Digital Communications Senior Manager; ShuQi Fu, Communications Manager

Global creative agency (film): Karen Ellis, Leo Burnett Singapore
Global creative agency (out-of-home): Jun Ogasawara, Grey Worldwide Japan
Global PR agency:  Samantha Shuttleworth & Yoonah Kim, DeVries Global Singapore
Global media agency: Thor Otar Nielsen, AOL / BeOn

SK-II local teams:
Tokyo: Kaori Tsuchiya, Nicklaus Sy, Naohiro Koroki, Tasuku Cho, Mariko Horii
Great Wall of China: Weiyan Liu, HeaJeong Noh, EchoLin Lin, Iris Xuan
Seoul:  Sunmyung Kang, JaeYeon Lim, YoeGin Chang
Hong Kong / Taipei: Flora Chan, Tinna Nien, Claire Kao, Christopher Lui, Fumihiko Nishida
Singapore / Kuala Lumpur / Jakarta  / Bangkok: ShuQi Fu, Vorasit Turongsomboon,  Aditya  Bansal
New York: Buffy Hersly, Gheisa Cruz, Alvaro AndresHeredia

Local PR agencies:
Tokyo: Yukari Nomura, PRAP Japan
Great Wall: Irene Li, DeVries Global Beijing
Seoul: YeonHwa Hong, True PR
Taipei: Jeannie Lin, Strong Public Relations
Hong Kong: Sherraine Chan, Flare Communications
Singapore: Rafidah Rashid, DeVries Global Singapore
Kuala Lumpur: Foo Mei Ling, Priority Communications Malaysia
Jakarta: Choky Halomoan, Proximity Indonesia
Bangkok: Ong-on Sahachairungrueng, ARC Worldwide Thailand
New York: Courtney Pereira, PR Consulting

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