Only 2 out of 10 women in Asia described themselves as comfortable with the idea of getting older according to a new study by SK-II.
More than half of women in Asia surveyed felt uncomfortable and offended by other people’s view on their status especially with regards to topics about their age or marital status. Almost 72 percent of women in Korea and 62 percent of women in China have experienced this discomfort and scrutiny.
Japan and Korea emerged as the two most extreme countries where women feel unhappy about getting older— almost 6 out of 10 Japanese women and more than half of South Korean women feeling this way. In China, finding a suitable partner for marriage is the biggest cause of concern among single women under 30 with more than 6 out of 10 single Chinese women under 30 sharing this concern.
These findings underline a broader social issue connected to age-related pressure.
As an extension of the brand’s #changedestiny philosophy and in a follow-up to last year’s “Marriage Market Takeover” campaign in China, skincare brand SK-II is highlighting this topic with a new campaign that stretches beyond China to include Japan and South Korea in order to create a Pan-Asian discussion.
The centerpiece of the new campaign is “The Expiry Date,” a film directed by Max Vitali via WFC for agency Forsman & Bodenfors.
In it, SK-II turns the proverbial expiration date many women feel like they have into a real one. The film follows the journey of three women as they pass through stages in life with growing internal and external pressure of timelines placed on them by society—manifested creatively as an increasingly visible physical expiration date imprinted on their forearm.
The aim is to showcase the unspoken timelines society places on women and spark a conversation around age-related pressure that women all over Asia, and indeed the world, experience.
Client SK-II Agency Forsman & Bodenfors Sophia Lindholm, Karina Ullensvang, art directors; Tove Eriksen Hillblom, Karolina Widell, copywriters; Christian Sunden, designer; Alexander Blidner, producer. Production WFC Max Vitali, director; Petra Johansson, Frederic Rinnan, producers; Tim Maurice-Jones, DP. Postproduction (online) Gangster Color Company 3 Tom Poole, colorist. Editorial Johan Wik, editor. Sound MediaMonks
Vanish, BETC Havas and LOBO Reveal The Invisible Stains Of Bullying
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More