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SUB CATEGORY :
BRANDED ENTERTAINMENT & CONTENT:
DIGITAL & SOCIAL PLATFORMS
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ENTRANT COMPANY :
FORSMAN & BODENFORS SINGAPORE, SINGAPORE
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TITLE :
MY DESTINY, MY CHOICE
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BRAND :
SK-II
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ADVERTISER :
P&G
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AGENCY :
FORSMAN & BODENFORS SINGAPORE, SINGAPORE
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EXECUTIVE CREATIVE DIRECTOR :
FIRRDAUS YUSOFF
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GROUP CREATIVE DIRECTOR :
RACHEL KENNEDY
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AGENCY PRODUCER :
ALI LOVEDAY-HERZINGER
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ACCOUNT DIRECTOR :
ADRIAN ORTIZ
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FILM PRODUCTION COMPANY :
P.I.G., SHANGHAI
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DIRECTOR :
HE WENCHAO
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CAMPAIGN SUMMARY :
In China, there is a chauvinistic trend on social media called 好嫁风 or ‘good for marriage’. As there is a common notion of men 'marrying down', the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.
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CREATIVITY/IDEA/INSIGHT :
We created the skincare industry’s first interactive movie: My Destiny, My Choice. The movie stars you, the viewer. You navigate through life’s most important decisions, choosing to either be ‘good for marriage’ or stay true to yourself. Every choice allowed women to defy traditional marriage pressures and write their own narrative.
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STRATEGY :
SK-II believes that women should have the right to choose their destiny. So we created a safe space for women to explore making their biggest life decisions for themselves, not to be ‘good for marriage’. The experience had zero product.
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EXECUTION :
My Destiny, My Choice consisted of 20 choices, 12 story paths, and over 1 hour of playable content. You could date the typical “perfect husband”, a young artist, or stick with your besties. Story paths lead to surprising endings like moving to the big city, quitting your job, or ditching both men and marrying your best friends instead. The script was based on real experiences from interviews with 30 women, interwoven into one multi-dimensional story. It included simulated phone calls and text messages. Real-time commenting was integrated so women could discuss their choices.
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RESULT :
480M mentions: Weibo
“Most Played” on platform Bilibili
Official selection of Vogue China Film Festival
Started new trending term “#hardtomarry”
SK-II became the #1 skincare brand on e-comm site JD.com
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