SK-II | My Destiny, My Choice

In China, there is a chauvinistic term 好嫁风 or ‘good for marriage’.  The term encourages women to make choices that diminish themselves so they are not too smart, too ambitious, or too successful for the average Chinese man. So to give women a safe space to make life decisions that reflect who they truly are, we created the first interactive movie to help women defy marriage pressure: My Destiny, My Choice.

Starring award-winning actress Zhang Zifeng as your best friend, viewers navigated through twelve story paths and over 1 hour of playable content. After playing the film, 82% of women said they would no longer diminish themselves. And for some women, the experiences in the film gave them the courage to do it in real life.

Click here to play the interactive film with English subtitles

Cannes Glass Lion For Change Finalist
Official Selection at the 2023 Vogue Film Festival
480 million mentions on China’s Twitter (Weibo)
Spikes, Clio, Creative Circle Awards, Cannes Lions, Ciclope Asia