SK-II

SK-II
Dream Big Campaign

CHALLENGE

The luxury skincare brand launched its global “DREAM BIG” campaign, encouraging women to dream again regardless of their age and take control of their destiny.

SOLUTION

Building on SK-II’s slogan, “It’s never too late to achieve your dreams and change your destiny. It’s never too late to change the destiny of your skin.” CR constructed a 10-foot “Dream Tree” in Madison Square Park as a platform for consumers to express their childhood dreams. Children engaged with passersby and asked them to write out their dreams on balloons which were then attached to the Dream Tree.

RESULTS

  • 239,854,690 digital impressions
  • 23,928,175 social impressions
  • 3,600,000 broadcast impressions
  • 35+ press outlets covered the campaign. Including ABC’s The View, Huffington Post, InStyle , and Yahoo
  • Numerous fashion bloggers and style icons such as Olivia Palermo and Arielle Charnas attended the event, adding to the social reach of the campaign
  • Approximately 1,300 people contributed their dream balloons to the “Dream Tree”