2017

Marriage Market Takeover - SK-II, China

With Chinese women facing immense pressure to marry before they reach 27 and become 'Sheng Nu' ('leftover women'), skincare brand SK-II filmed at a Chinese 'marriage market', where parents look for a spouse for their child, and encouraged women to be open and positive about singledom.

The campaign took the brand's Change Destiny slogan and gave it new, heartfelt meaning and encouraged discussion of a taboo subject in China. The video had 25 million views and 6.5 million social interactions, and led to 1,600 editorial articles in 54 countries.

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Marriage Market Takeover - SK-II, China