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ANDY Awards

Creative Award
New York, United States
SK-II - "Marriage Market Takeover" by ANDY Awards 2017

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TitleMarriage Market Takeover
Agency
Campaign Marriage Market Takeover
Advertiser SK-II
Brand SK-II
Date of First Broadcast/Publication 2016 / 7
Business Sector Skin Care
Story What is a “leftover woman”? In China, it is a single woman over the age of 25. In emotional video interviews, these women share stories of being pressured by their families and society to get married. And yet, they love their way of life – and they don’t want to settle. SK-II launched a campaign to share this message of strength and independence with their families at the famed Shanghai Marriage Market. Large beauty shots of leftover women hang in the square – each with a powerful statement: “I use another term called ‘power woman.’” Or “I am happy being alone.”
Media Type Web Film
Length
AI Description The SK-II ad 'Marriage Market Takeover' focuses on the cultural phenomenon of 'Sheng Nu,' or 'leftover women' in China. It captures emotional interviews with unmarried Chinese women over 25, sharing their perspectives amidst societal and familial pressure to marry. The campaign unfolds in the vibrant setting of the Shanghai Marriage Market, where powerful portraits of these women display their messages of independence and empowerment. The video emphasizes their happiness and strength in remaining single, challenging traditional expectations. The ad succeeded in going viral, sparking a global conversation about women's empowerment, reaching millions on social media.