SK-II Dream Again Campaign PDF

In 2016 SK-II initiated the “Dream Again” campaign to inspire women to dream again, just like when they were kids. An art installation comprising of multiple giant portraits of modern children’s dreams were displayed atop the the Great Wall, challenging and inspiring “take-up” and pledge. To maximize the impact, top celebrities Xue Zhiqian and Ma Sichun were invited to the Great Wall and talk about their dreams with two kid stars. The dream conversations were streamed via live broadcasting online by media and bloggers. All the content and aerial photography generated from this event were later amplified by multiple channels.