SK-II Zhu Li - interview about the Marriage Market Takeover|短视频|广告营销案例【ADGuider广告指南】

SK-II 朱莉 -- 关于婚姻市场收购的采访

案例简介：“我们是单身，但不是 '剩饭'” -中国女性拒绝被迫结婚 33 岁的中国单身女性李玉轩说，“生女字面意思是 '剩女'”。“它指的是 25 岁以上未结婚的女性。“ 在国际知名护肤品牌 SK-ll 的一部新电影中，宣和其他人表达了他们的担忧，要求更好地理解。去年，国际知名护肤品牌 SK-ll 发起了 # changedestiny -- 一场持续的全球运动，旨在激励和增强女性力量，塑造她们自己的命运。作为这项运动的一部分，SK-II 一直在分享妇女克服阻碍她们实现梦想和目标的挑战和障碍的故事。这些妇女的成功故事已经成为全世界妇女的灵感来源。为了与这个主题保持一致，他们现在正在首映电影《婚姻市场》，聚焦于现实生活中中国女性在 25 岁之前被迫结婚的问题。在这部电影中，许多勇敢的中国女性大胆地选择谈论中国近代史上最有争议的话题之一 -- “生奴” 标签。据《纽约时报》报道，这一术语于 2007年被中华全国妇女联合会流行，并被翻译为 “剩女”。正如英国广播公司、《纽约时报》和《中国日报》报道的那样，这个词被用来谴责不顾原因、想要等待婚姻 -- 那些只想为了爱而结婚的女人。但是正如电影所显示的，为爱结婚说起来容易做起来难。在中国许多城市，所谓的婚姻市场很常见。在这里，父母去发布、比较和匹配个人广告，列出他们儿子和女儿的身高、体重、工资、价值观和个性。在某些情况下，妇女不知道她们的父母在婚姻市场上列出了她们。市场象征着两代人对婚姻的不同看法，这导致了家庭对女性的压力。在这部电影中，许多受访者描述说，他们在努力满足父母的期望来建立一个家庭的同时，又想选择自己的人生道路。通过这场运动，SK-II 采取了积极的态度来帮助这些女性面对压力，这部电影显示了上海人民公园的婚姻市场被接管。一个巨大而美丽的装置是用 SK-II 自己的 “婚姻广告” 制作的，这些广告实际上不是广告，而是来自数百名独立女性的信息, 说他们想控制自己的命运。通过这样做，创建了一个平台，妇女可以在这里表达她们的想法。在这个平台上，女性被证明是快乐的、独立的和自信的 -- 这与经常被描绘的盛国大的绝望形象相反。女人告诉世界她们如何看待自己，并要求更好的理解。 -- 即使我一个人，我也会快乐、自信、过上好日子，胡婷在电影中说。分享一些最个人的感受需要女性坚强，因为自从 “生奴” 一词开始使用以来，她们经历了来自社会、家人和朋友的压力增加。对许多人来说，未婚是一个很大的焦虑来源，因为社会耻辱。对于日益壮大的中产阶级女性来说，这尤其如此，她们对教育、职业和独立的关注使她们更倾向于为了爱而等待和结婚，而不是出于需要。很多的女性接受采访的 SK-II 分享了他们有多快乐和满足的故事，但他们没有说服父母和朋友以他们看待自己的方式看待他们。-- 独立是一种伟大的生活方式，这是我想要的生活，电影中的王小琪说。尽管生活在压力下，这些妇女已经进步，能够在这么短的时间内取得如此多的成就。他们有能力、聪明、有才华、独立，他们不仅仅是他们的婚姻地位。他们没有被吓倒，现在决定参加这部电影，挑战在这个过程中成为一个盛怒意味着什么。对这些女性来说，成功和独立是值得骄傲的，她们拒绝遵循古老的传统。 -我不想为了婚姻而结婚。李玉轩在电影中说，我不会那样幸福地生活。除了代表她们在自己的时代结婚的权利，这些女性还在寻求支持，以帮助改变对这个词的看法。她们希望重建几代人之间的相互尊重，提高社会对妇女自由选择生活道路和控制命运的权利的理解。

SK-II 朱莉 -- 关于婚姻市场收购的采访

案例简介：”We’re single, but not ’leftovers’” – Chinese women refuse being pressured into marriage ”Sheng Nu literally translates to ’leftover woman’”, says Li Yu Xuan, a 33-year old single Chinese woman. ”It refers to women over 25 who are not married.” In a new film by International Prestige Skincare Brand SK-ll, Xuan and others are voicing their concerns, asking for better understanding. Last year, International Prestige Skincare Brand SK-ll, launched #changedestiny – an ongoing global campaign to inspire and empower women to shape their own destiny. As a part of this campaign SK-II has been sharing stories of women who overcame challenges and barriers that were preventing them from achieving their dreams and goals. The success stories of these women have become a source of inspiration to women around the world. In keeping with this theme, they are now premiering the film ”Marriage Market”, putting a spotlight on the real-life issue of Chinese women being pressured to get married before they turn 25. In it, a number of brave Chinese women have daringly chosen to speak their mind about one of the most controversial subjects in recent Chinese history, the ”Sheng Nu” label. According to The New York Times, the term was made popular by the All-China Women's Federation in 2007 and translates to ”leftover woman”. As has been reported by the BBC, The New York Times and China Daily, the term has been used to denounce women who, regardless of the reason, want to wait with marriage – women who simply want to marry for love. But as the film shows, marrying for love can be easier said than done. In many Chinese cities so-called marriage markets are a common sight. Here, parents go to post, compare and match personal ads, listing the height, weight, salary, values and personality of their sons and daughters. In some cases, women are unaware that their parents have listed them at a marriage market. The markets are a symbol of the different views on marriage between two generations which lead to the pressure put on women by their families. In the film, many interviewees describe that they are torn between trying to meet their parents’ expectations to build a family, while at the same time wanting to choose their own path in life. With this campaign, SK-II is taking a positive approach in helping these women face the pressure and the film shows the marriage market in Shanghai’s People’s Park being taken over. A huge and beautiful installation was made with SK-II’s own ”marriage ads” that were in fact not ads but messages from hundreds of independent women, stating that they want to be in control of their own destiny. By doing so, a platform was created from where the women could voice their thoughts. On this platform, the women are shown to be happy, independent and confident – the opposite of the desperate image of Sheng Nus often being portrayed. The women tell the world how they see themselves and ask for better understanding. – Even if I’m alone, I will be happy, confident and have a good life, says Hu Ting in the film. Sharing some of their most personal feelings requires the women to be strong, as they have experienced an increase in pressure from both society, family and friends ever since the phrase Sheng Nu came into use. For many, being unmarried is a great source of anxiety because of the social stigma. This is especially true for women of the growing middle class, whose focus on education, career and independence makes them more inclined to wait and marry for love instead of necessity. A lot of the women SK-II has interviewed have shared stories of how happy and fulfilled they are, but they have failed to convince their parents and friends to see them in the same way they see themselves. – Being independent is a great lifestyle and it’s the life I want, says Wang Xiao Qi in the film. Despite living under pressure, these women have advanced and been able to achieve so much in so little time. They are capable, smart, talented and independent, and they are more than their marriage status. Undeterred, they’ve now decided to participate in this film, challenging what it means to be a Sheng Nu in the process. For these women, being successful and independent is something to be proud of and they refuse to conform to age-old traditions. – I don’t want to get married just for the sake of marriage. I won’t live happily that way, says Li Yu Xuan in the film. In addition to taking a stand for their right to marry in their own time, the women are asking for support to help change the perception of the word. They want to reconstruct the mutual respect between generations, increase society’s understanding of women’s right to choose their paths in life freely and take control of their destinies.