The Moodies
Best Use of Video
Brand Winner
SK-II – VS #CHANGEDESTINY
“#CHANGEDESTINY is at the heart of our brand purpose at SK-II. For years, we have celebrated how destiny is not a matter of chance, but a matter of choice through the stories of courageous women around the world. We want to further and strengthen our commitment towards our brand purpose.” The words of Global SK-II Chief Executive Officer Sandeep Seth, explaining the thinking behind an extraordinary, ground-breaking animated anthology series starring female Olympic athletes released earlier this year, which aims to inspire women to #ChangeDestiny. The ‘VS’ Series merges animation, live action and story-telling with purpose. The films are based on the real-life experiences of six inspiring female Olympic athletes. They star 25 World Medal-winning Olympic gymnast Simone Biles from the US; decorated Chinese swimmer Liu Xiang; double Olympic medal-winning table tennis athlete Ishikawa Kasumi; Olympic gold medal-winning badminton duo Ayaka Takahashi and Misaki Matsutomo; celebrated Hawaiian surfer Mahina Maeda; and the Japanese volleyball team Hinotori Nippon.
Each film in the ‘VS’ Series tackles different forms of societal pressures that women experience. These include internet trolls, pressure, image obsession, rules, limitations and machine-like mindsets. Those pressures are brought to life in the form of a ‘strange beast’ or ‘kaiju’ in Japanese. Each kaiju sheds light on the inner demon each athlete must defeat to pursue their destiny. “With the release of the SK-II STUDIO films, we are celebrating a moment in SK-II’s #CHANGEDESTINY history,” Seth added. “We hope these films can give women worldwide the courage to take destiny in their own hands and be a starting point for us—brands and businesses—to come together and act as a force for good and growth to create positive and meaningful change.” #CHANGEDESTINY is at the heart of the SK-II brand philosophy, one that celebrates how destiny is not a matter of chance, but a matter of choice. Inspired by the stories of women from around the world, #CHANGEDESTINY sheds light on the pressures they face and the universal ‘box’ they are put in to be perfect in society’s eyes.
The Moodie Davitt Spotlight Series eZine of May 2021 explained how SK-II brought its ‘Social Retail’ philosophy to life with China Duty Free Group in Hainan, and also showed the extraordinary ‘VS’ Series from SK-II STUDIO, with each of the #CHANGEDESTINY videos featuring the sportswomen highlighted above. .
Click here to access the eZine and further video.
The Moodie Davitt eZine The Moodies 2021
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