Girls Play Life Coach to Grown Women in This Spot from P&G Skincare Brand SK-II

Cosmetics Brand Says Half the World's Women Have Given Up On Their Dreams

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P&G skincare brand SK-II polled women in 14 markets for something it called the "Global Dreams Index Survey." The headline finding was startling: Of the 5,400 respondents, half said they had given up on their dreams. In Japan, one of the nine Asian markets polled, that number was 81%. (SK-II, which originated in Japan, has a strong following in Asia.)

The high-end skincare brand used insights from the poll in a video created by Leo Burnett Singapore. It shows women talking to a counselor about their dreams. The counselor, wearing an earpiece, is being told what to say by little girls. The girls order the women to live out their childhood dreams: singing, drawing, going to Italy.

The brand also led 10 events worldwide. On the Great Wall of China, SK-II put down big posters of children talking about their aspirations. In Madison Square Park in New York, children went up to adults and urged them to share their dreams; the hosts of "The View" talked about the campaign. There was paid and unpaid media coverage. Mashable ran an article about the Great Wall event; the same news outlet had an article marked "paid content," about an activation in Singapore. Grey Japan was the lead agency on the out-of-home campaign.

"Dream Again" was the latest installment of the brand's "#changedestiny" campaign. A video released a few months ago, by the brand and creative agency Forsman & Bodenfors, centered on China's unmarried women, who are cruelly referred to as "leftovers." It won a Glass Lion and a Gold PR Lion at the 2016 Cannes Lions International Festival of Creativity.

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Jun 23, 2016
Leo Burnett Singapore
Brand Director:
Kylene Campos
Senior Manager, Digital:
Alexandra Vogler
Communications Manager:
ShuQi Fu
Creative Agency Lead (Film):
Karen Ellis
Out of Home Agency:
Grey Japan
Outdoor Agency Lead:
Jun Ogasawara
PR Agency:
Yoonah Kim
PR Agency:
Samantha Shuttleworth
DeVries Global Singapore
Media Agency:
Thor Otar Nielsen
Media Agency:
Kaori Tsuchiya
Nicklaus Sy
Naohiro Koroki
Tasuku Cho
Mariko Horii
Great Wall of China
Weiyan Liu
HeaJeong Noh
EchoLin Lin
Iris Xuan

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