Cannes Lions

MARRIAGE MARKET TAKEOVER

FORSMAN & BODENFORS, Gothenburg / SK-II / 2016

Case Film
Film
Supporting Images

Overview

Entries

Credits

Overview

Description

We wanted to give a voice to woman under pressure to marry and find a symbolic way for them to make a statement.

The marriage market is a place where the pressure materializes in physical form. It seemed fitting that the women would stand their ground there. We built an installation and replaced the dating ads with personalized messages from single women, proclaiming that they’re happy being independent, contrary to the image being portrayed by media.

To create a story we shot a documentary with four single women and their parents. We used real women and not actors, making it easier for the target audience to relate. Many women feel alone in facing this pressure and by using real women we could combat that notion.

The film was created as a tool that people could use to raise awareness.

Execution

We created an installation at the marriage market in Shanghai’s People’s Park, where we replaced dating ads with statements from single women, proclaiming that they’re happy being independent and won’t marry just to please someone else. We then shot a documentary style film with four of the women and their parents.

The film was created to be a tool that people could use to raise awareness. After all, it’s easier sharing a film than to start a debate on your own, especially with this taboo subject matter

The film was premiered on Chinese video hosting sites Youku, Tencent as well as YouTube. Supporting the launch was Chinese and international influencers who shared the film and helped spread the word on blogs, Twitter and Chinese microblogging site Weibo.

We then launched Behind the Scenes interviews with the women, providing an even greater insight into the nuances of China’s views on marriage.

Outcome

So far, the film has garnered over 25 million views around the globe, showing the universal appeal of the message.

We’ve seen over 2000 editorial pieces and been featured in everything from Forbes, BBC and CNN to Buzzfeed, Mashable, Huffington Post and Elle generating a total reach of over 2 billion. The story has spread to 54 countries on all continents and proved to be a huge success in China, where it became the first ever to make the top ten trend list on the 650 million users strong Weibo. It has also been featured on news channels, with over 6,5 million social actions as a result.

Most importantly, we’ve thousands of social media posts from women talking about how the campaign has had a real effect. We created so much buzz that the state-owned media promoting the Sheng Nu term couldn’t ignore addressing the campaign.

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