P&G skincare brand SK-II polled women in 14 markets for something it called the "Global Dreams Index Survey." The headline finding was startling: Of the 5,400 respondents, half said they had given up on their dreams. In Japan, one of the nine Asian markets polled, that number was 81%. (SK-II, which originated in Japan, has a strong following in Asia.)
The high-end skincare brand used insights from the poll in a video created by Leo Burnett Singapore. It shows women talking to a counselor about their dreams. The counselor, wearing an earpiece, is being told what to say by little girls. The girls order the women to live out their childhood dreams: singing, drawing, going to Italy.
The brand also led 10 events worldwide. On the Great Wall of China, SK-II put down big posters of children talking about their aspirations. In Madison Square Park in New York, children went up to adults and urged them to share their dreams; the hosts of "The View" talked about the campaign. There was paid and unpaid media coverage. Mashable ran an article about the Great Wall event; the same news outlet had an article marked "paid content," about an activation in Singapore. Grey Japan was the lead agency on the out-of-home campaign.
"Dream Again" was the latest installment of the brand's "#changedestiny" campaign. A video released a few months ago, by the brand and creative agency Forsman & Bodenfors, centered on China's unmarried women, who are cruelly referred to as "leftovers." It won a Glass Lion and a Gold PR Lion at the 2016 Cannes Lions International Festival of Creativity.