Women in China are advancing like never before: educating themselves, becoming financially independent and carving out a bigger role in society than being only someone’s wife or mother. In the same time, they face immense pressure to get married before they turn 27 to escape society’s labels of being “Sheng Nu”, or “leftover woman”, an implication that they have been passed over by men. In many Chinese cities, so called marriage markets are a common sight, where parents go to post and match personal ads.
Marriage Market Takeover is a four-minute long documentary-style campaign from Forsman & Bodenfors for the Japanese beauty giant SK-II. It is a film showing the takeover of a marriage market in Shanghai. It covers the pressure the women face to marry young and chronicles their road to acceptance. The result is a film about the brave and inspirational women who won’t let pressure dictate their future. The film shows that Sheng Nus are not leftovers but on the contrary, strong women who choose if and when they want to get married.
Forsman & Bodenfors was founded in 1986 in Sweden as a small independent creative agency with a vision to create world-class communication. 29 years later they are still independent, and ranked as one of the best agencies in the world.