How Can Women Change Destiny?
In May 2021, SK-II STUDIO launched the “VS” series of animated short films, portraying 6 groups of athletes and inspiring stories about overcoming difficulties.
1. “VS Obsession”, featuring swimming star Liu Xiang. Diving into the seas of the image-obsessed, she must race against the speed of the internet to show the world who she truly is.
2. “VS Trolls” featuring gymnast Simone Biles. Journeying through a world beset by haters, shamers and bullies, she fights to defeat those who troll her and in doing so, goes from victim to victor.
3. “VS Pressure” featuring table tennis star Kasumi Ishikawa. In a neon-lit futuristic city, beset by questions she must battle self-doubt and overcome the greatest opponent she has ever faced. Herself.
4. “VS Machines” featuring the Badminton duo, Ayaka Takahashi and Misaki Matsutomo. In a robotic dystopian future, they are programmed with machine-like mindsets and are pit against each other to achieve cold, joyless perfection. Together, they learn to resist and break free of “The Machine” by holding on to what truly defines them — the human connection they share.
5. “VS Rules” featuring surfing talent Mahina Maeda. In a dreamlike world, she is torn between expectations for how she should behave. She must choose to follow the rules, or make her own.
6. “VS Limitations” featuring the Japanese volleyball team, Hinotori Nippon. In a fantasy steampunk world, they are overshadowed by ‘the ideal’ and must embark on a quest to realise their own potential. Meeting countless challenges, they realise that no one can make you feel inferior without your consent.
I saw these videos accidentally on Weibo. After watching these videos, I was deeply touched. Because I am also a girl, I easily resonate with the protagonist in the video, even though the power of women has gradually been seen and recognized by this society, but we still have a long way to go, especially in some areas with low status of women, girls should use their own efforts to obtain their due rights and win more respect.
These videos use the approach of combining animation with female athletes to show the stories of women who actively facing various challenges and changing their destiny through their own efforts. The film not only describes the various difficulties and challenges faced by women in the current society, but also shows women’s perseverance, courage, strong heart and the courage to break through, break the rules.
I like this campaign because first of all, in terms of form, this approach is very attractive. Through 6 short stories, each different story theme is simply displayed, which reflects the concept that women’s destiny should win in their own hands from many aspects. It also fits the brand concept of SK-II. Secondly, in terms of content, there are indeed many women in the current society who are troubled by these issues, and the themes are well selected. Finally, in the selection of characters, the Olympic athletes attract the audience’s attention and arouse the audience’s resonance. In addition to these, the reason for the success of this campaign is that it also caused men to think. When I saw that not only girls were discussing under the video, many men were also expressing their opinions. So I think a good campaign can not only drive brand profits, but more importantly, demonstrate brand social responsibility-leave something for society and human beings to think and change.
