SKII - Meet Me Halfway
We got the chance to travel to China together with Forsman & Bodenfors Singapore for the new SK-II campaign. The brand images are portraits of the strong women and their parents in China.
It’s not easy dealing with the pressures of modern life. Certain times the advancement of one group can clash with the more traditional elements of society.
Chinese women have never been better educated and more financially independent, yet millions of them still have to turn to different strategies in order to cope with marriage pressure. Holidays, family gatherings and other festivities are a time where this pressure is at its peak, as many women have to field questions from parents and relatives about boyfriends, marriage and children. For some families, this can create a divide between parents and their adult daughters as they find ways to avoid speaking about their futures.
Meet Me Halfway follows the real-life stories of three single Chinese women as they bravely take on the daunting first steps of reaching out to their parents after years of marriage pressure, to reach a place of mutual understanding.