China’s Leftover Women

An evocative new film from cosmetics brand SK-II, produced by US production company TOOL of North America, and locally by PIG China, directed by Floyd Russ with creative ideas and strategy by agency Forsman & Bodenfors, highlights an emotionally charged phenomenon permeating modern Chinese society.  The film, which has received over 1 million views on Youku within 24 hours of its initial release, uncovers the plight of ‘leftover’ women – a term that has come into common usage in China in recent years to describe unmarried women – and challenges the unforgiving attitudes of their overbearing parents.

Screen Shot 2016-04-07 at 19.19.16

China’s development steam train has brought immeasurable benefits but left a wake of social problems, including a chasm in values between conservative parents and their grown up children. This means having a career, being independent and choosing one’s own destiny, combined with the influence of western culture in which the sanctity of marriage continues to be eroded, has led to a major shift in attitude among China’s Generation Y.

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Their parents however, raised in deeply conservative times, hold a staunch set of contrasting beliefs. Marriage is a central tenet of the all-important family unit. For them, it is not possible that a daughter could be happy, or sufficiently well off to lead a comfortable life without a husband, something she will find increasingly difficult to find after the age of twenty-five, when she will be deemed ‘over the hill’. Filial piety, a cornerstone of traditional Chinese values, dictates that your parents’ wishes and beliefs should be respected. They have been selfless in raising the child and it is the duty of the grown up child to pay them back.

Screen Shot 2016-04-07 at 19.19.41People’s Park ‘Marriage Market’, Shanghai

The results of this generational divide are bizarre and depressing. A booming matchmaking industry plays out alongside ‘marriage markets’ across the country, regular gatherings at which parents and grandparents shop their unwed offspring around like animals at a farmers market. Parents worry themselves sick and place blame on the child. Desperation to see their daughter marry leads to unhappy relationships and a soaring divorce rate.

While it is unlikely that a single film will effect any change in the deeply embedded attitudes of Chinese parents, the already buzzing discourse online confirms that this is a real issue for millions of women across China. Hopefully bringing the problem into the spotlight and sharing their experiences can provide China’s single women with some measure of relief.

Credits:

  • Client: SK-II
  • Advertisers Supervisor: Kylene Campos
  • Advertisers Supervisor Titel: Brand Director, Global SK-II
  • Creative Agency: Forsman & Bodenfors
  • Account Supervisor: Susanna Fagring
  • Account Manager: Linda Tiderman
  • Art Director: Sophia Lindholm, Karina Ullensvang
  • Copywriter: Tove Eriksen Hillblom
  • Designer: Christian Sundén
  • Planner: My Troedsson
  • PR Strategist: Amat Levin
  • Agency Producer, Film/Digital: Alexander Blidner (film), Peter Gaudiano (digital)
  • Production company: Tool
  • Postproduction: Cut n Run
  • Media/PR agency (inkl. adress etc): BeOn
  • Director: Floyd Russ
  • Producer: Mary Church
  • Music: Victor Magro / Future Perfect Music 
  • Exec producer: Robert Helphand
  • D.O.P: Jacob Moller
  • Editor: Robert Ryang
  • Sound: Cut n Run

Pigpen cinema presents: AMY

Screening on Tuesday December 08, 2015
Doors open 9 | Movie starts 9:30
65-4 Maoming Bei Lu (Weihai Lu/Yan’an Lu)
Drink specials: beer, wine, and cocktails
Free “Grumpy” movie popcorn
Only 35 seats
First come first serve policy

From director Asif Kapadia (SENNA), AMY tells the incredible story of six-time Grammy-winner Amy Winehouse – in her own words. Featuring extensive unseen archive footage and previously unheard tracks, this strikingly modern, moving and vital film shines a light on our culture the world we live in today. A once-in-a-generation talent, Amy Winehouse was a musician that captured the world’s attention with her unforgettable voice and charisma. The combination of her raw honesty and virtuosity resulted in some of the most unique and adored songs of our time.

Pigpen cinema presents: IRIS

Screening on Tuesday November 17, 2015
Doors at 9 | Movie starts at 9:30
65-4 Maoming Bei Lu (Weihai Lu/Yan’an Lu)
Drink specials on beer, wine, and cocktails
Free “Grumpy” movie popcorn snacks
Space is limited to 35 seats
First come, first serve

More on the film: Iris (2015, 80 min., dir. Albert Maysles)
IRIS pairs legendary 87-year-old documentarian Albert Maysles with Iris Apfel, the quick-witted, flamboyantly dressed 93-year-old style maven who has had an outsized presence on the New York fashion scene for decades. More than a fashion film, the documentary is a story about creativity and how, even in Iris’ dotage, a soaring free spirit continues to inspire. IRIS portrays a singular woman whose enthusiasm for fashion, art and people are life’s sustenance and reminds us that dressing, and indeed life, is nothing but an experiment. Despite the abundance of glamour in her current life, she continues to embrace the values and work ethic established during a middle-class Queens upbringing during the Great Depression. “I feel lucky to be working. If you’re lucky enough to do something you love, everything else follows.” (C) Magnolia

See trailer here on youku or youtube

Xavier Chassaing brings us “Visionary Lights”

BMW unveils its new BMW 7 Series in China with their new campaign from Serviceplan Beijing, directed by Xavier Chassaing and produced by P.I.G. China. Shot in the mountains of Xinjiang, China, the film showcases the car as the new “wave of the future” as it literally and metaphorically lights up the world around it. The lush verdant landscapes of western China were scanned especially for the film, then brought to life by post production studio Mathematic.

Credits:

  • Agency: Service Plan Beijing
  • Director: Xavier Chassaing
  • Production: P.I.G. CHina
  • Post Production: Mathematic Paris
  • ECD: Kathrin Guethoff

J+J bring us Moments of Joy with Holiday Inn

Having brought us real men with their recent Dove Men film, director duo J+J have teamed up with Ogilvy and P.I.G. China once again. The first of Holiday Inn’s Moments of Joy campaign, the film highlights the relationship between working mother and daughter and the common struggle for work-life balance. Catch the film online here or during some of the most-watched Chinese TV shows, “The Voice of China” and “Dad, Where Are We Going?”. Coverage on the film from AdAge here.

New Biotherm Homme Ad is a Knockout

Biotherm Homme believes that even the toughest guys should be keeping moisturized. The luxury skincare company’s new “Total Recharge” moisturizing face wash gives a man the refreshing splash of energy that lets him fight through the rest of his day. Biotherm Homme’s new “Manifesto” spot—produced by P.I.G.—fittingly features international boxing champion Zou Shiming getting a “total recharge” in the middle of his training and sparring. The Ben Tseng-directed spot is shot in a film noir-like black and white, and narrated by Zou with an effective boxing pep talk. Biotherm Homme’s ad reminds men everywhere that vigilant care should be given to even the thickest skin.

Eugenio Recuenco Gives Niccolo Hotels a Five-Star Debut

New P.I.G. director Eugenio Recuenco has just collaborated with luxury branding firm Yang Rutherford to create “New Encounters, Timeless Pleasures,” a classy, lushly-lit spot for the new upscale hotel chain Niccolo Hotels. The wordless, racy ad visually tells the story of a man and woman finding their way to each other, finally to meet and spend their first night together in a deluxe suite at a Niccolo hotel. On their way to one another they wander through the beautiful corridors of the hotel, and experience top notch service from its staff. “New Encounters, Timeless Pleasures,” is dripping with Eugenio’s glamorous signature aesthetic–more of which you can see HERE.

Doublemint ‘Bear’

Doublemint’s latest campaign just launched this month in China and across Southeast Asia, featuring a bear as a young man’s enigmatic wingman. Directed by P.I.G. director Marcelo Burgos, the film was shot in sunny Los Angeles with both a real bear and an animatronic bear. Watch Marcelo’s ‘Bear’ above, then view more of Marcelo’s clever, funny work on his director’s page.

Pigpen Cinema Presents: Beyond the Brick: A LEGO Brickumentary

Film Screening Tuesday Aug 18, 2015

Free “Grumpy” movie popcorn snacks
Drink specials on beer, wine, and cocktails

Doors at 9 | Movie starts at 9:30
65-4 Maoming Bei Lu (Weihai Lu/Yan’an Lu)
Space is limited to 35 seats
First come, first serve

More on the film:

Beyond the Brick: A LEGO Brickumentary (2015, 95 min., dir. Daniel Junge & Kief Davidson)

Trailer

How did a small toy brick manufacturer from Denmark evolve into a global empire spawning countless franchises, blockbuster movies, hit TV shows, and even amusement parks? In their detailed documentary, filmmakers Daniel Junge and Kief Davidson explore the little-known origins of Lego in the 1930s ,and track the toy company’s evolution into a staple toy of childhoods across the globe. The documentary also chronicles the fans and professionals who’ve devoted their lives to creating and expressing with Legos, and showcases some of the most jaw-dropping Lego sculptures ever seen. Hosted by comedic actor Jason Bateman in a Lego figurine-form, Beyond the Brick is a fun, eye-opening examination the Lego phenomenon.

Dove and P.I.G. Show You Some Real ‘Real Men’

Dove Men and Ogilvy London recently asked director team J+J and P.I.G. to travel all over Shanghai, and film a montage that celebrates real men in today’s world. The film we came back with is a quietly scored and moving tribute to our fathers, sons, brothers, husbands, and boyfriends, and the crucial roles they play as our mentors, caretakers, and companions. We welcome you to see the director’s cut of this poignant piece by J+J, exclusively here on our website.