Kid
Counsellor
SK-II #ChangeDestiny
Dream Again Campaign
BACKGROUND
If you were looking to get women to change their destinies, whom would you turn to for encouragement? SK-II's #changedestiny" campaign gets insights from the brand's first Global Dreams Index Survey, which included responses from 5,400 women in 14 countries. The survey revealed that half the world's women have given up on their dreams and are dissatisfied with their current lives.
We challenge the belief that destiny is set at birth and celebrate women who have exceeded limitations to achieve success. By encouraging women to pursue their dreams and empowering them to overcome personal and societal limitations, we hope to inspire more women to change their destiny."
THE IDEA
Our idea was "Dream Again" - inspiring and sparking a tiny seed of courage for women to start dreaming again. Understanding the sensitivity and the importance of cultural nuance, "Kids Counselor" - is a rather unconventional social experiment conducted in three countries (Japan, Korea, and China), where 16 women in each country are invited to a research interview to discuss their dreams. Set in a studio, each woman was initially led to believe a female counsellor across from her was interviewing her. They didn't know that it was children ("kid counsellors") behind the scenes who had been asking all the questions through the counsellor and giving them words of encouragement to dream all along.
IMPACT
4.62 billion
Impressions
4.6x
social reach and engagement
in Korea
30 million
Views for video assets
#1
social trending topic in Weibo
70x
retweets and likes vs.
the brand average on Twitter
#4
search Rank amongst
key competitive set,
overtook key competitors
THE WORKS
Online Videos
OOH and Activation
