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Thereâs no doubt that Olympic gymnast Simone Biles is strong, beautiful, and worthy of her success. Yet despite being the most decorated gymnast of all-timeâwith over 30 medals to her creditâand a role model to millions, sheâs suffered demeaning attacks about her appearance, from spectators, competitors, and online trolls, over the course of her entire career. Sheâs steeled herself against most of the chatter, but the 24-year-old is, nonetheless, made of flesh and blood. As she wrote in an open letter on Twitter, âIâve learned to put on a strong front and let most of it slide. But Iâd be lying if I told you that what people say about my arms, my legs, my bodyâ¦or how I look like in a dress, leotard, bathing suit or even in casual pants hasnât gotten me down at times.â
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Sk-II has launched a tech-enabled pop-up in Hainan
With the Olympics coming back to Tokyo after a delay caused by the coronavirus pandemic, brands are launching their much-anticipated sponsorship platforms to the world. For SK-II, a Japanese brand owned by Olympic sponsor P&G, the Tokyo Olympics was the perfect place to supercharge its messaging around female confidence. The Drum spoke to SK-II global’s marketing leaders to find out how they changed their destiny in such a challenging year.
Earlier this week SK-II launched a major campaign titled the ‘VS’ series, centered on six brand videos about the human stories behind some of the world’s most accomplished female athletes. The campaign launched alongside a specially written soundtrack by John Legend and localized experiential shopping activity in key markets, such as China.
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The work was launched by a group of talent from across WPP agencies consisting of hand-picked global talent from Grey and MediaCom, the same group that were responsible for SK-II Studio’s launch film
Merging animation, live action and story-telling with a big purpose, global prestige skincare brand SK-II returns with its next SK-II STUDIO installment - VS , a groundbreaking animated anthology series to inspire every woman that they have the power to #CHANGEDESTINY. VS Series by SK-II STUDIO is a collection of six animated films based on the real-life experiences of six Olympic athletes Simone Biles, the world’s most decorated gymnast, LiuXiang, world-record swimmer, Ishikawa Kasumi, table tennis player and two-time Olympic medalist, Ayaka Takahashi and Misaki Matsutomo, badminton duo and Olympic gold medalists, Mahina Maeda, surfer and Hinotori Nippon, the Japan Volleyball team.