SK-II's Chinese New Year film tries to bridge the gap between unmarried girls and their parents

P&G brand's follow-up to 'Marriage Market Takeover' encourages them to 'Meet Me Halfway'

Published On
Feb 26, 2019

Editor's Pick

P&G skincare brand SK-II tackles the delicate subject of unmarried women in China once again in this year's Chinese New Year film.

In 2017, the brand aired "Marriage Market Takeover," a film in which women were stamped with an expiration date on their wrists, a literal representation of society's expectation that they find a husband before turning 30. In the new film, titled "Meet Me Halfway," agency Forsman & Bodenfors Sinagpore tries to bridge the gap between what modern Chinese women want and what their parents expect of them. As it explains this is particularly pertinent at Chinese New Year: for a young single Chinese woman, curious questions that arise from parents and relatives about boyfriends, marriage and even children during the week-long festivities can create a suffocating and unbearable environment of pressure and urgency. 

Director Floyd Russ of Tool (who has worked on the likes of Love Has No Labels) introduces us to women who are feeling undue pressure to marry, and parents who believe their daughters should not be so focused on their career. The daughters are encouraged to invite their parents to meet them at a place halfway between where they both live, and figuratively "meet them halfway" as well, by trying to understand the other point of view.  

"We want to tell women worldwide destiny can change, when you have the courage to take the first step to meet halfway,” says Sandeep Seth, vice president, Global SK-II, in a statement. “We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies.” 

Credits

Date
Feb 26, 2019
Client:
SK-II
Agency:
Forsman & Bodenfors -Singapore
Vice President SK-II:
Sandeep Seth
Global Marketing Director SK-II :
Kylene Campos
Account Supervisor:
Susanna Fagring
Account Supervisor:
My Troedsson
Account Supervisor:
Abbe Hale
Account Manager:
Hongi Luo
Account Manager:
Patrik Danroth
Art Director:
John Bergdahl
Copywriter:
Joakim Labraaten
PR Strategist:
Amat Levin
Designer:
Jason Feng
Planner:
Leo Bovaller
Agency Producer, Film:
Alexander Blidner
Production Company:
Tool of North America
Editing Company:
Cabin Editing Company
Editing Company Director:
Floyd Russ
Producer:
Andy Coverdale
Executive Producer:
Brad Johns
Executive Producer:
Nancy Hacohen
Director of Photography:
Christophe Collette
Music:
Victor Magro
Music:
Future Perfect
Editor:
Isaac Chen
Sound:
Lime Studios
Activation Strategy & Orchestration:
Mano Copenhagen Strategy
Director:
Thor Otar
Client Lead:
Jakob Stigler
Orchestration Lead:
Liv Sørensen
Distribution Partner:
Verizon Media (Ryot Studio)
Account Director:
Jesper Laumand
Distribution Strategy Director:
Mads Linnebjerg
Yangze Wang Planner:
Mads Linnebjerg
Editorial Distribution:
Sandra Rasmussen
Social Distribution:
Nicklas Fjelsted Holm
Fjelsted Holm PR Distribution:
Anna Taussi
Researcher:
Troels Ringsted
Account Manager:
Annie Aa

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