My Destiny, My Choice Interactive Film from SK-II via Forsman & Bodenfors

The campaign challenges traditional norms by igniting conversations and empowering women to #ChooseDestiny.

Vimeo

According to a new campaign, in China, there is a troubling chauvinistic trend on social media called 好嫁风 or ‘good for marriage’.

Since there is a common notion of men ‘marrying down’, the term encourages women to diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. In a country where marriage pressure is immense, the term reinforced stereotypes of a woman’s only value being her ability to get married.

My Destiny, My Choice, done with Forsman & Bodenfors is described as : the skincare industry’s first interactive movie, one that stars you, the viewer, as you navigate important life choices that women in China face today.”


 

Starring award-winning actress Zhang Zifeng as your best friend, viewers navigate through twelve story paths and over 1 hour of playable content that covers life’s most important decisions.

Image via Forsman & Bodenfors

Viewers can choose to either be ‘good for marriage’ or stay true to yourself. Every choice allows women to defy traditional marriage pressures and write their own narrative.


 

 

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