I really want to share a piece of work from my own country China. I saw this work few days ago, and I was literally clapping for this video. The problem it reflects, the issue it discussed, the statement it made, and the insight they discover is definitely great not just for advertising, but also for the Chinese society. The video is about four minutes long, but it definitely worth your time.
- Agency: Forsman & Bodenfors
- Client: SK-ll
- Account Manager: Linda Tiderman
- Art Director: Sophia Lindholm
- Art Director: Karina Ullensvang
- Copywriter: Tove Eriksen Hillblom
- Designer: Christian Sundén
- Planner: My Troedsson
- PR Strategist: Amat Levin
- Agency Producer: Alexander Blidner
- Agency Producers: Peter Gaudiano
- Production Company: Tool
- Post Production: Cut & Run
- PR Agency: BeOn
Based on my observation, such kind of issue is really common in China, especially in the big city where people tend to be more open mind, and the culture environment is more diversified. The issue of "剩女“ which means "Leftover Women" is a label that created by the people who holds the old concept of marriage in China which means a good marriage is a guarantee for girl's rest of her life. However, such belief is not true anymore, the new generation concept of marriage should be a lifetime partner for both side of marriage that both can enjoy the joy of love and grow together.
I think the statement in this ad is kind of controversy in China, which is good. There are still a lot of people would hate such kind of statement and label it with words like "unrealistic" “un fealty". However, the women who have the same mindset or experience would LOVE this ad, and love the value that SK-II stands for. This is important in branding. Like famous marketer, Ted Schachter said: "If you can't let people hate you, you can't make people love you."
I love those big names or brands choose a side on some important social issue, that's where they show their value. The value that not completely comes from their products or services, but the value that they support or stands for in the society. That's how to standing out from the cluster.
This ad suddenly becomes viral in both China and the rest of the world. The youtube link that I shared in this blog already been watched over 1.4 million times in just one week. In China, the video has been watched for over 2 million times. Tremendous.
At last, I want to give a big applause to those women who are not willing to surrender to the pressure. You represent the future of Chinese female. Thank you, to show the world, what is the right way to be an independent, beautiful and remarkable female in China.