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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
PostedApril 2017
Story The Marriage Market Takeover campaign by Forsman & Bodenfors resonates with a powerful message about the pressure on Chinese women to live up to societal expectations.
Media Type Web Film
Length
AI Description The SK-II ad, 'Marriage Market Takeover,' delves into the societal pressures faced by women in China regarding marriage. It starts by highlighting the emotional turmoil experienced by women labeled as 'leftover' due to being unmarried past a certain age. Through personal interviews, women express their struggles with societal expectations and family pressure to marry. The ad visually contrasts traditional notions with modern aspirations of independence, as women at a 'marriage market' confront their destiny by sharing personal messages on photographs instead of typical match-making profiles. This empowers them to redefine the term 'leftover' positively, embracing independence and happiness. The backdrop of vibrant urban settings juxtaposes the intimate and heartfelt conversations within.

Throughout the narrative, phrases such as 'don't let pressure dictate your future' reinforce the campaign's call for change and acceptance of women's choices. SK-II poignantly advocates for individual destiny, encouraging viewers to celebrate the aspirations of independent women everywhere.
Account Supervisor
Account Manager
Art Director
Art Director
Copywriter
PR Strategist
Design
Account Planner
Agency Producer
Agency Producer
Chinese Writer
Production Company
Director
Production Company Producer
Executive Producer
Director of Photography (DOP)
Editor
Post Production
Sound
Media Director
Public Relations Expert
Music
Music
Managing Partner, Live Action / Executive Producer
Managing Partner, Digital / Executive Producer