TitleThe local newspaper
Agency
Campaign The local newspaper
Advertiser Göteborgs-Posten
Brand Göteborgs-Posten

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SK-II / The Expiry Date

Only 2 out of 10 women in Asia described themselves as comfortable with the idea of getting older according to a new study by SK-II.

So we created a film called The Expiry Date where we turn the proverbial expiration date many women feel like they have into a real one.

The film follows the journey of three women as they pass through stages in life with growing internal and external pressure of timelines placed on them by society – manifested as an increasingly visible physical expiry date imprinted on their forearm.

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