SK-II vs. The Kaiju

Bringing together world-renowned filmmakers, animators, musicians and content creators, SK-II tackled social pressures impacting women.

Summary

When the 2020 Tokyo Olympics were rescheduled to 2021, SK-II had to adapt to the new circumstances and a changed world, taking the “Change Destiny” journey on a new route.

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Challenge

When the Olympics were rescheduled to 2021, SK-II had to adapt to new circumstances and a changed world. Expectations on women were even more intense as they had to balance work and family, juggling working from home with home schooling their kids. SK-II had to help women stand up to the external pressures they experience every day, and which had become more intense during COVID-19.

Idea

For Tokyo 2021, we created an anthology of films starring six of the world’s most famous female athletes. The “VS” series inspired women to take charge of their own destiny via episodes interpreting the personal journeys of six SK-II sponsored Olympic athletes changing their destiny.

In addition, we also launched a unique digital experience “SK-II City”. As the world could not visit Tokyo to witness the Olympics, we brought Tokyo to the world to discover the enchanting world of SK-II, inspired by Tokyo’s Iconic Shibuya Crossing. At SK-II city, you can watch the “VS” Series in our Virtual Cinema Hall as well as take a Backstage Tour where you go behind the scenes and witness the making of “VS” Series.

Results



Views globally
1.4 billion
Total SK-II sales increased in value
11%

Cannes Lions 2022
Bronze
Use of Branded Content Created for Digital or Social
Festival of Media APAC
Bronze
Best Distribution and Amplification of Content
Festival of Media APAC
Bronze
Best Branded Content
Spikes Asia
Grand Prix
Use of Branded Content created for Digital or Social

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