SINGAPORE, June 30, 2016 /PRNewswire/ -- Half the world's women have given up on their dreams and are unsatisfied with their lives -- this startling human insight inspired SK-II to create its powerful "Dream Again | SK-II #changedestiny" film (https://youtu.be/rw1dXuVnC8I) which deeply resonated with women in Asia.
The four-and-a-half minute film features interviews with an "adult expert" and real women who confess they have given up their childhood dreams because of societal pressures and personal limitations. At the end of the experiment, the "adult expert" is revealed to be a cover for young girls hidden behind cameras. The women become emotional when these children, who are still full of dreams, encourage them to dare to dream again.
The "Dream Again | SK-II #changedestiny" film (https://youtu.be/rw1dXuVnC8I) was based on findings from the Global Dreams Index Survey[1] which shed light on the alarming fact that half of the world's women have given up on their dreams and are unsatisfied with their lives. This is more pronounced among women in Asia with Japan (81%) followed by Korea (67%) having the highest number of women who revealed they had stopped pursuing their dreams. The key barriers to achieving one's dreams include not fitting into the traditional definition of success, fear of going out of one's comfort zone and limited financial support.
BREAKING THE INTERNET IN ASIA: TOP SOCIAL TRENDING TOPIC WITHIN 24 HOURS
To debut the film, in a series of larger-than-life events held simultaneously across ten cities[2] globally, children partnered with celebrities and personalities to encourage adults to dream again. Within hours, conversations around Dream Again and Change Destiny emerged as top trending topics on some of the biggest social media networks across Asia. In China, #dreamagainchangedestiny became one of the top trending topics of the day on Weibo on June 21st and in Indonesia, #dreamagain, #changedestiny were trending on Twitter for eight straight hours.
The film amassed more than 20 million views in a week with comments showing netizens tearing up because it made them rethink their forsaken childhood dreams, as well as positive comments encouraging one another to pursue what they love.
Comments on the film:
| MAINLAND CHINA "I was really inspired that even small kids are braver than us. Chasing our dreams could be the ultimate way to take hold of our destinies." -- Xiao Mao, Makeup Artist
"Dream Again is a topic that encourages people to get their dreams back and strive for it steadfastly." -- Sun Ya, Blogger at OnlyLady
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| KOREA "As someone who's nearing my 30s, I still have dreams and I want to let those in their 40s know that they should still have dreams too. Follow your heart and live without regrets!" -- Netizen
"It's just an advert but I'm crying" -- Netizen
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| TAIWAN "I can't help but feel sentimental after watching this film" -- Netizen
"Crying… What a touching film" -- Netizen
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| HONG KONG "If you are feeling lost and confused about your future, you can learn from these children, simple and pure dreams are what the world needs."-- YouTuber Miss Sue Chang
"I never thought this would come from SK-II, such a fresh campaign!" -- Netizen
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| INDONESIA "A lil girl dreamed to be radio announcer, it reminds me of my childhood dream!" -- Dewi Lestari, Writer and Singer
"What I just saw was heartwarming and it reminds me to never back down on my dreams, chase it, feed your soul…" -- Taro Basro, Actress |
Following the success of "Marriage Market Takeover", "Dream Again | SK-II #changedestiny" film (https://youtu.be/rw1dXuVnC8I) is the latest installment in the brand's #changedestiny campaign, empowering women to take control of their future and achieve their aspirations.
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 six continents.
About SK-II
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 around the world such as Cate Blanchett, 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.
Credits
Brand: SK-II
Product: skincare
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 Worldwide 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 Beijing
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
Contact Information
Alexandra Vogler
SK-II Digital Communications Manager, P&G
vogler.a@pg.com
+65 8318 0329
Fu ShuQi
SK-II ASEAN Communications Manager, P&G
fu.s.2@pg.com
+65 8128 6610
Yoonah Kim
Account Supervisor, DeVries Global
ykim@devriesglobal.com
+ 65 6825 8252
[1] Data on file. Proctor & Gamble Co, [Global Dream Index. 2016]
[2] Singapore, Thailand, South Korea, Malaysia, Indonesia, Mainland China, Taiwan, Hong Kong, Japan and U.S.A
