31 YEARS CELEBRATING THE POWER OF IDEAS
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SELECT WINNERS YEAR
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Corporate Name of Client: SK-II
Client Lead: Jakob Stigler
Head of Client Services: Kylene Campos
Media Partner: Be On / AOL Platforms
Head of Planning & Strategy: Thor Otar Nielsen
PR / Marketing Company: Amat Levin
Agency Account Supervisor: Susanna Fagring
Agency Account Manager: Linda Tiderman
Agency Planner: My Troedsson
Copywriter: Tove Eriksen Hillblom
Art Directors: Sophia Lindhol/Karina Ullensvang
Designers: Christian Sundén
Agency Producers: Alexander Blidner/Peter Gaudiano
Freelance Chinese Writer: Joey Chung
Production Company: Tool of North America
Director: Floyd Russ
Executive Producer: Robert Helphand
Producer: Mary Church
Director of Photography: Jacob Moller
Post-Production Company: Cut+Run
Editor: Robert Ryang
Sound Designer: Cut+Run
Music Production Company: Future Perfect Music
Music Arranger: Victor Magro
Agency: Forsman & Bodenfors, Gothenburg
Women in China are advancing like never before: educating themselves, becoming financially independent and carving out a bigger role in society than being only someone’s wife or mother. In response to this, the All-China Women’s Federation launched the term Sheng Nu in 2007. It translates to ”leftover woman” and, as has been reported by the BBC, The New York Times and China Daily, it has been used to classify woman who remain unmarried after the age of 27, implying that they have been passed over by men. Premiering worldwide today is a Chinese campaign, the first for global skin care brand SK-II. It is a film showing SK-II:s takeover of a marriage market in Shanghai. Titled ”Marriage Market Takeover”, it covers the pressure the women face from both their parents and society to marry young and chronicles their road to acceptance. The result is a film about the brave and inspirational women who won’t let pressure dictate their future. The film shows that Sheng Nus are not leftovers but on the contrary, strong women who choose if and when they want to get married.