SK-II confronts stigma of China’s ‘leftover women’ in debut film by Forsman & Bodenfors

In a powerful film from SK-II, the social issue of ‘leftover women’ in China – those unmarried after the age of 27 – is confronted in debut work by Swedish agency Forsman & Bodenfors for the Procter & Gamble skincare brand.

In the four-minute film, the brand takes over a marriage market in Shanghai by hanging pictures of women who are content to be single and won’t let pressure dictate their future.

The film, which was directed by Floyd Russ, ends prompting the viewer to share it using the hashtag #ChangeDestiny.

The Change Destiny platform was launched at the start of last year. Billed as the brand’s biggest empowerment campaign to date, the first work on Change Destiny was created by Leo Burnett’s teams in Singapore and Tokyo.

Forsman & Bodenfors, the agency behind the multiple award-winning ‘Epic split’ viral video for Volvo, were chosen for the recent Change Destiny campaign after a competitive pitch, according to a source familiar with the arrangement.


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