Who Determines Destiny?

SK-II

The Center Lane

A miraculous recovery becomes a symbol of hope during the COVID-19 pandemic.

With the postponement of the 2020 Tokyo Olympics and the cancellation of numerous events due to the COVID-19 pandemic, society was losing hope amid the prolonged hardship. Seeing Japanese national recorder competitive swimmer Rikako Ikee's unwavering determination to overcome challenges, SK-II saw a parallel with their brand philosophy of "Change Destiny." By sharing her story, they aimed to inspire people to regain hope and persevere, even in the face of adversity.

A Documentary by Palme d'Or Winning Director Hirokazu Kore-eda

Famous

Rikako Ikee saw her dream of competing in the 2020 Tokyo Olympics shattered by illness. Grey created a film that follows her seemingly impossible challenge to return to the center lane, where the fastest swimmer competes, in time to participate. Through her journey, the film questions the meaning of taking action to change one's destiny, resonating deeply with a Japanese audience grappling with the hardships and loss of hope brought on by the pandemic. Ultimately, it became a source of immense hope and inspiration for the nation.

HUFFPOST
"A trajectory of carving one's own destiny."
VOGUE
"A story that many people living in this era can relate to."
ASAHI SHIMBUN DIGITAL
"Her words convey a strong will."
The Center Lane - image1The Center Lane - image2The Center Lane - image3
49 Million

Active Views

10x Increase

E-Commerce Sales

$13.5 Million USD

Earned Media Value

"We've seen that in every market, when a brand represents something more than just a product—especially with a purpose like ours of 'changing destinies'—it creates brand value."
Yoegin Chang, Global Senior Brand Director SK-II
FAMOUSLY EFFECTIVE