P&G’s SK-II unveils a new brand philosophy

P&G’s SK-II has unveiled a new brand philosophy #ChangeDestiny with the launch of what it says is it its "biggest empowerment campaign" to date.

Developed by Leo Burnett teams in Singapore and Tokyo and shot by Indy8, the global launch film features acclaimed ballet dancer Misa Kuranaga. Holding the honor of being the first Asian to become Boston Ballet’s principle dancer, Kuranaga’s life story of defying the odds to achieve professional success takes center-stage in this campaign video.

Watch the video here:

In a press statement SK-II said Kuranaga story “perfectly exemplifies the philosophy behind #ChangeDestiny” which is SK-II’s latest campaign to inspire women to change their own destiny, regardless of the little “dictators” in their life.

Kylene Campos, associate marketing director, global SK-II said a recent study conducted by the brand found that long term use of SK-II proves that it is possible to beat skin’s risks posed by DNA, to go beyond the skin women have been born with. This insight inspired the core idea for #ChangeDestiny – which is about challenging the belief that destiny is set at birth and celebrating women who have gone beyond limitations to achieve success.

“More importantly, #ChangeDestiny –which is deeply rooted in SK-II’s product truth - is hopefully the beginning of a positive movement to inspire women around the world,” Campos added.

To further empower women to transform their skin destiny, SK-II has also launched the first-in-the-world Skin DNA Concierge in Japan, Korea, Hong Kong and Taiwan.

Gaurav Lalwani, senior regional director – integrated content on P&G, for Asia, Leo Burnett Singapore added that today consumers have become more active online and social media isn’t just about sharing a status and liking photos.

“Consumers today want to have a point of view on topics that are relevant to them.We’ve created a new brand platform #Change Destiny for SK-II where we will use stories to help make this idea a talking point. […] There is a misconception that digital is just execution, e-commerce and promotion. In a way, we are going back to the start of advertising, where brands used to tell long stories and those brand stories created as much impact as feature films,” Lalwani said.

He added the challenge in the digital world will always be budgets because the life of a digital asset is shorter. To meet these needs, the agency also invested in digital content and production capabilities to help the client make high quality content effectively.

Meanwhile, Delara Lalwani, creative director, Leo Burnett Singapore said the skincare category has always focused on women’s insecurities and the campaign aims to change that.


Creative Agency                                    : Leo Burnett Singapore + Beacon/Leo Burnett Tokyo
Client / Brand                                       : P&G / SK-II
Creative Director / Copywriter          : Delara Lalwani
Art Director                                           : Lydia Anita
Client Credits                                        : Kylene Campos (associate marketing director, global SK-II)                                                        Shinohara Mio (assistant brand manager, SK-II)                                                          Chrys Fernandez (integrated production manager SK-II)

Account Management                          : Chaitan Rao (Brand Agency Leader)
Gaurav Lalwani (Regional Director Integrated Content)
Kenneth Chiew (Account Director, Digital)
Tomoko Inoue / Szeyen Chan (Account Managers)
Project Managers                                  : Michelle Lee. Louie Tanlu
Agency producer                                   : Izumi Okukawa
Production Company                           : Indy8
Director                                                   : Glen Milner
Director of Photography                      : Michael Burlucchi
Production Designer                             : Kenji Messenger
Executive Producer                               : Rupert Reynolds-MacLean
Producer                                                  : Fodhla Cronin O’Reilly
Editor                                                       : Alex Elkins
Post Production                                     : The Allotment
VFX                                                          : Rewind FX
Music                                                       : Lennert Busch (Composer)
Photographer                                         : Asaki Koshikawa
Artist Management                               : Debora Moe (Director of Public Relations & Digital Strategy Boston Ballet)