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
TDA Boulder, Director Michael Downing Tackle Banking Clichés In “No Nonsense” Campaign For First Interstate
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
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