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
The Best Work You May Never See: Erste Group, Directorial Duo Daniel&Szymon Reimagine A Christmas Parable From A Donkey’s POV
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More