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Leftover women #changedestiny in Marriage Market

Leftover women #changedestiny in Marriage Market

“Sheng Nu” is the Chinese term for “leftover woman,” the ones over 25 that haven’t married yet and are increasingly pressured as they grow older and haven’t yet found a husband and married, being stigmatised by parents and friends.
Skincare brand SK-II challenged the Chinese cultural habit of parents match-making their daughters on “Marriage Markets”, a place where they are displayed as classifieds, listing their height, weight, salary and personal traits.

On the film, women are empowered to change their destiny and not to be defined by others.

Agency: Forsman & Bodenfors

I'm Head Of Data & Analytics at Fullsix Portugal, with 10 years of interactive and creative experience for local and global clients. Read more