Skincare brand commandeers the Great Wall of China to tell people to dream big
On Tuesday, SK-II took over a portion of the Great Wall of China, covering it with posters of Chinese children talking about their dreams for the future.
Dreams like wanting to be a football star like Cristiano Ronaldo, or becoming a dancer.
The installation took up 400 metres of footpath along the historical monument.
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SK-II told Mashable that the idea behind showcasing children's dreams was to highlight the dreams that adults may have forgotten along the way.
The effort is part of a new global marketing campaign by the Japanese skincare company.
In other countries, SK-II's campaign has seen it set up a pop-up counselling space in Singapore's central business district area during peak period and a street parade of 40 kids and brand ambassador Kim Hee Ae around the trendy Gangnam district in South Korea.
The Great Wall activation appears to be the largest scale of the campaign by far.
As with its other feel-good marketing campaigns, the "Dream Again" campaign aims to encourage women to change their destinies and rewrite their stories.
In April, the company successfully launched a video on the Shanghai "marriage market", which went viral. The heart-rending video touched on the social topic of "leftover women" in China.
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