After the debut film of SK-II STUDIO — SK-II‘s global film studio division — “The Center Lane” and animated anthology series “VS,” the skincare company returns with its last video for the year, “BEYOND THE STADIUM,” continuing its commitment towards its brand purpose #CHANGEDESTINY. Created with the help of Forsman & Bodenfors Singapore agency, the film focuses on women-owned small businesses and entrepreneurs in Tokyo — a community that has been highly affected by the pandemic.
Small businesses around the world have been hit hard by the pandemic and those in Japan have experienced a tough obstacle amid the postponement of the Olympic Games Tokyo 2020. While 22% of women in Japan aspire to own their own business, only 5.3% of businesses are owned by women.
As the world is preparing for the muti-sport event, the Worldwide Partner of the Tokyo 2020 Olympic Games decided to go “BEYOND THE STADIUM” and focus on small businesses, for which the lack of visitors in the city only amplified their struggles. Narrated by Kaori Momoi, award-winning actress and SK-II’s longest-standing brand ambassador, the video pays homage to women entrepreneurs who, despite these difficult times, take destiny into their own hands and work on keeping their businesses running.
The two-minute-long film presents sequences of Olympic athletes and their struggles in pursuing their dreams juxtaposed over images with women entrepreneurs and the challenges they faced over the past year. Stories of gymnast Simone Biles, swimmer Liu Xiang, table tennis player Ishikawa Kasumi, badminton player Misaki Matsutomo, and surfer Mahina Maeda are intertwined with those of the business owners who kept fighting.
Mai Odajima, owner of a kimono store “KIEN,” Reika Yasuhara, owner of a Japanese ‘wagashi’ confectionary “DAISANMANENDOU HANARE,” Ai Hashimoto, owner of a flower shop “ON FLOWERS,” Naoko Yoneyama, owner of a Japanese rice ball “NY CAFÉ” store, and Natsuko Shiraki, owner of an ethical jewelry store “HASUNA” show that, just like the athletes, are ready to rise up and make an impact again.
The release of the film is accompanied by an interactive experience: Within SK-II City, users can visit the virtual shopping street #CHANGEDESTINY STREET, featuring these women entrepreneurs’ stor(i)es. Visitors can stop by at each store to explore and learn more about these businesses as if they were there.
“With the launch of ‘BEYOND THE STADIUM’ and our virtual shopping street within SK-II City, we are taking yet another step forward in our #CHANGEDESTINY journey. It means a lot to us to be able to continue to support women-owned small businesses and entrepreneurs to keep their dreams alive in these challenging times in Tokyo as the Worldwide Partner of the Olympic Games Tokyo 2020,” says Markus Strobel, President P&G of Skin and Personal Care.
“The campaign shows that stories from Olympic athletes are actually not that different from stories of female entrepreneurs in Tokyo. They were all hoping for their big moments, be it inside or outside of the arena, and now they all need our cheering and support. Now we are hoping to create support for the female business community in Tokyo. In the wake of the loss of anticipated visitors to the Olympic Games, they need it more than ever,” adds Susanna Fagring, CEO, Forsman & Bodenfors Singapore.
The brand also announced the launch of its #CHANGEDESTINY Fund, set up to support women-owned small businesses that have suffered because of the pandemic in Tokyo. Turning views into action, SK-II contributes US$1 for every view collected on each SK-II STUDIO film. The proceeds — worth US$500,000 — go towards a year-long program, equipping participating businesses and entrepreneurs with the skills needed to keep their work alive.
Credits:
Client: SK-II
Agency: Forsman & Bodenfors Singapore