SINGAPORE, June 22, 2016 /PRNewswire/ — Yesterday, across ten major cities in the world, from the Great Wall of China to Seoul’s iconic Gangnam and New York’s magical Madison Square Park, children partnered with local personalities to rally adults to reconnect with their dreams. The question is, why?
This was to premiere luxury skincare brand — SK-II’s heartwarming “Dream Again | SK-II #changedestiny” film (https://youtu.be/rw1dXuVnC8I) which was inspired by the startling results from the first Global Dreams Index Survey.
The first Global Dreams Index Survey conducted by SK-II uncovered alarming results; half the world’s female population have given up on dreams and are not satisfied with their current lives. The survey of 5,400 women in 14 countries across 6 continents found that key barriers to pursuing childhood dreams were limited financial support, fear of going out of one’s comfort zone and not fitting traditional definitions of success.
The sentiment was more alarming in Asia with women becoming less satisfied with their lives as they grow older while their Western counterparts were the opposite[i]. Japan (81%) followed by Korea (67%) had the highest number of women who revealed they had stopped pursuing their dreams. In contrast, the results highlighted 82% of women around the world who pursue their dreams were satisfied with life and strongly identified their personal definition of success with “doing what you love.”[ii]
The knowledge that dreams fade with age and adults who still dream are happier than those who don’t[iii] inspired SK-II to create the “Dream Again | SK-II #changedestiny” film; a social experiment featuring children — who are still full of dreams — as surprise counselors for dreamless adults.
Throughout the film it becomes clear how societal limitations and feelings of low self-esteem are preventing many women from pursuing their dreams; interviewees voice how they drifted away from childhood dreams as they grew up and life responsibilities became more demanding. At the end of the experiment, the ‘adult expert’ is revealed as a cover for young girls hidden behind cameras and earpieces. The dramatic unveil puts the women face-to-face with smiling children who remind them, in simple yet powerful words of encouragement, to never give up on dreams.
“Dream Again | SK-II #changedestiny” is the latest installment in the brand’s #changedestiny campaign, following the success of Marriage Market which was awarded a Glass Lion and Gold PR Lion in the recent Cannes Lions 2016.
“The #changedestiny campaign challenges the belief that destiny is set at birth and celebrates women who have gone beyond limitations to achieve success,” said Markus Strobel, President Global SK-II. “By encouraging women to pursue to their dreams and empowering them to overcome personal and societal limitations, we hope to inspire more women to change their destiny.”
The “Dream Again | SK-II #changedestiny” film can be viewed here https://youtu.be/rw1dXuVnC8I.
About the Global Dreams Index Survey
The Global Dreams Index Survey is aimed at understanding a woman’s willingness to pursue her dreams and how it can have influence on her quality of life. The purpose of the Global Dreams Index Survey is to create positive change among women by encouraging them to dream again and empower them ultimately to change their destinies. This survey was conducted online by Procter & Gamble in May 2016 among 5,484 women ages 18 years of age or older in 14 countries spanning 6 continents.
For more than 35 years, SK-II has touched the lives of millions of women around the world by helping them to “Change Destiny” through the miracle of crystal clear skin and life. The fascinating story behind SK-II began at a sake brewery in Japan, where scientists noticed the elderly workers had wrinkled faces, but extraordinarily soft and youthful-looking hands. These hands were in constant contact with the sake fermentation process. It took years of research for scientists to isolate the miracle ingredient PiteraTM, a naturally-derived liquid from the yeast fermentation process. Since then, SK-II with PiteraTM has become a special secret shared by celebrities such as Cate Blanchett around the world, transforming skin along the five dimensions of texture, radiance, firmness, spot control and wrinkle resilience critical to crystal clarity. A leading skincare brand in 13 markets, SK-II continues to deliver the transformative power of crystal clear skin and life through well-loved products including the Facial Treatment Essence, R.N.A. Power, and GenOptics Aura Essence. For the latest news and in-depth information about SK-II, please visit http://www.sk-ii.com.
Title: Dream again | SK-II #changedestiny
Description: simultaneous ‘Dream again’ campaign activation in 10 cities across the world on June to premier the ‘Dream again’ film
SK-II Global: Kylene Campos, Brand Director; Alexandra Vogler, Digital Communications Senior Manager; ShuQi Fu, Communications Manager
Global creative agency (film): Karen Ellis, Leo Burnett Singapore
Global creative agency (out-of-home): Jun Ogasawara, Grey Japan
Global PR agency: Samantha Shuttleworth & Yoonah Kim, DeVries Global Singapore
Global Media agency: Thor Otar Nielsen, AOL / BeOn
SK-II local teams:
Tokyo: Kaori Tsuchiya, Nicklaus Sy, Naohiro Koroki, Tasuku Cho, Mariko Horii
Great Wall of China: Weiyan Liu, HeaJeong Noh, EchoLin Lin, Iris Xuan
Seoul: Sunmyung Kang, JaeYeon Lim, YoeGin Chang
Hong Kong / Taipei: Flora Chan, Tinna Nien, Claire Kao, Christopher Lui, Fumihiko Nishida
Singapore / Kuala Lumpur / Jakarta / Bangkok: ShuQi Fu, Vorasit Turongsomboon, Aditya Bansal
New York: Buffy Hersly, Gheisa Cruz, Alvaro AndresHeredia
Local PR agencies:
Tokyo: Yukari Nomura, PRAP Japan
Great Wall: Irene Li, DeVries Global China
Seoul: YeonHwa Hong, True PR
Taipei: Jeannie Lin, Strong Public Relations
Hong Kong: Sherraine Chan, Flare Communications
Singapore: Rafidah Rashid, DeVries Global Singapore
Kuala Lumpur: Foo Mei Ling, Priority Communications Malaysia
Jakarta: Choky Halomoan, Proximity Indonesia
Bangkok: Ong-on Sahachairungrueng, ARC Worldwide Thailand
New York: Courtney Pereira, PR Consulting
SK-II Digital Communications Manager, P&G
SK-II ASEAN Communications Manager, P&G
Account Supervisor, DeVries Global