Skincare brand commandeers the Great Wall of China to tell people to dream big
On Tuesday, SK-II took over a portion of the Great Wall of China, covering it with posters of Chinese children talking about their dreams for the future.
Dreams like wanting to be a football star like Cristiano Ronaldo, or becoming a dancer.
The installation took up 400 metres of footpath along the historical monument.
An aerial view of SK-II's Dream Campaign installation at the Great Wall of China.
SK-II told Mashable that the idea behind showcasing children's dreams was to highlight the dreams that adults may have forgotten along the way. The effort is part of a new global marketing campaign by the Japanese skincare company.
In other countries, SK-II's campaign has seen it set up a pop-up counselling space in Singapore's central business district area during peak period and a street parade of 40 kids and brand ambassador Kim Hee Ae around the trendy Gangnam district in South Korea.
SK-II Singapore pop-up counselling space.
Kim Hee Ae joined 40 kids in a street parade around Gangnam, Seoul.
The Great Wall activation appears to be the largest scale of the campaign by far.
As with its other feel-good marketing campaigns, the "Dream Again" campaign aims to encourage women to change their destinies and rewrite their stories.
In April, the company successfully launched a video on the Shanghai "marriage market", which went viral. The heart-rending video touched on the social topic of "leftover women" in China.
source: mashable.ie
#DreamAgain
