SK-II’s “DREAM BIG” global campaign encourages women to feel free to dream again, regardless of their age, and to take control of their destiny.

Building on SK-II’s slogan (“It’s never too late to achieve your dreams and change your destiny. It’s never too late to change the destiny of your skin”), we created a ten-foot “Dreams Tree” in New York City’s Madison Square Park. A team of children encouraged passersby to express their childhood dreams by writing them on balloons and placing them on the growing Dreams Tree.

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A campaign that ballooned

How to make an impression

The combination of a strong idea, a prime location, and the influential power of celebrity turned this simple activation into an all-out success that yielded impressive results.


Social Media Impressions


Broadcast Impressions

Coverage by

36+ Press Outlets

Including Huffpost, InStyle & Yahoo

1,300 Dreams

Shared by direct participants

Celebrity at its best

Numerous fashion bloggers and style icons, like Olivia Palermo, Danielle Bernstein, and Arielle Charnas, shared their dreams and exponentially increased the event’s impact.