SK-II “Dream Again” campaign encourages adults to pursue dreams

Singapore, 21 June 2016

SK-II launched a continuation of the #changedestiny campaign with "Dream Again" at Raffles Place. The "Dream Again" campaign was inspired by the results of the first Global Dreams Index Survey conducted by luxury skincare brand SK-II. The survey had found that 3 in 4 Singaporean women have given up on their dreams.

Visitors to the event were encouraged by children to share their dreams and be motivated to pursue dreams they have forgotten or given up. As part of a social experiment, the children appeared to be seeking advice from working executives and professionals to talk about their dreams but were in fact playing counselor to them. Through these conversations, adults were encouraged to reignite their childhood mind-set and dreams. These dreams were collected through a tablet and posted live on SPHMBO screen on top of Chevron House which was transformed into a digital dream wall. In just 3 hours, over 350 dreams were collected at the event and 400 adults were counseled by children to dream again.

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Highlights of the campaign