SK-II was looking for fresh ways to bring its #ChangeDestiny platform to life, so it turned to young consumers to co-create that messaging with them.

5,543 MEMBERS ENGAGED1,000+ IDEAS SUBMITTED 13 PROJECTS

BRAND CHALLENGE

1 Video Contest “Use one video to tell young women something they should know to change their destiny and convince them to plan early for the future.”

2 Packaging Design Contest “Create one story and illustrate it with a packaging design to attract young professionals during festive season.”

3 Visual Design Contest “Create a print ad to instigate women’s desire to be part of the SK-II world.”

4Ideation Contest “Create digital, mobile, outdoor, in-store or event ideas to make SK-II the most desired premium skincare brand for women in China.”

5 In-store Experience Contest “Redesign the SK-II beauty counter to make consumers curious to find out more about SK-II and Pitera.”

EXAMPLES OF eYeka X SK-II PROJECTS

#1 CONTEST What should a woman do today to change her destiny?

WE GENERATED

21 VIDEOSFROM

7 COUNTRIES

#1 CONTEST

eYeka brief a selection of best filmmakers

They pitch their ideas to SK-II

We select the best ideas to produce

#1 CONTEST PROCESS

Here, you can see two Ukrainian creatives, Sasha and Pavel, showing how they would go about SK-II’s brief.

#1 CONTEST PROCESS

#1Arthurchays Video France

28,230 Creative score !40 contests joined 24 entries accepted Won 4 contests

Fil rouge - In your hands

It was localized for SK-II’s regional social channels and websites.

#2Oblikovsky Graphic Design - Video - Creative Writing Ukraine

82,980 Creative score !25 contests joined 12 entries accepted Won 4 contests

Future Me

It was localized for SK-II’s regional social channels and websites.

#2 CONTEST - Packaging Design Create a story about how SK-II Facial Treatment Essence gives a young professional the captivating positive force he/she needs.

WE GENERATED

48 DESIGNSFROM

20 COUNTRIES

#2 CONTEST

#3 CONTEST Can you create an authentic bond between SK-II products and a model that is attractive to young women?

WE GENERATED

95 DESIGNSFROM

19 COUNTRIES

#3 CONTEST

#4 CONTEST Can you convince women in China that SK-II is the best skincare brand for them?

WE GENERATED

122 IDEASFROM

31 COUNTRIES

#4 CONTEST

#1happiestfung Graphic design Hong Kong

181,110 Creative score !108 contests joined 27 entries accepted Won 8 contests

妳的⻘青春限額－SK尊美信⽤用卡

#3boonkis Graphic design Colombia

334,190 Creative score !110 contests joined 116 entries accepted Won 5 contests

5 CAPITALS WOMEN

#5 CONTEST Can Pitera™ transform not just your skin but your shopping experience?

WE GENERATED

49 DESIGNSFROM

24 COUNTRIES

#5 CONTEST

#1Chintami Graphic design Indonesia

1,116,640 Creative score !405 contests joined 407 entries accepted Won 37 contests

SK-II Pitera Counter - Crystal Drops

#2kinonato_45 Graphic design Colombia

40,030 Creative score !48 contests joined 4 entries accepted Won 2 contests

The moment in time

!

!

!

Kylene Campos Associate Marketing Director SK-II, P&G

“Consumers are part of the journey that is changing our destiny as a brand, and that’s amazing.”

WHAT SK-II SAYS