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Production & Post-Production
Direction

Finalist

Entrant: Forsman & Bodenfors, Gothenburg
SK-II - "Marriage Market Takeover"

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


Description of the Project:
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.