The Secret Key House -
SK-II

SK-II needed to spark conversation amongst young Japanese women about their hero ingredient Pitera™, which has remained unchanged for 40 years. But in a skincare landscape where hype is driven by newness, how could we generate excitement around something that hasn’t changed in decades?

Inspired by the brand’s original name, “Secret Key II,” we created The Secret Key House. We invited guests to unlock some of SK-II’s best kept secrets about Pitera™ in an immersive, two-day multimodal experience in the heart of Tokyo.

PR Awards Asia-Pacific winner
#1 searched brand in Japan
#1 brand in engagement
Named the best performing campaign for consumer consideration
3.2 million social engagements