OLAY
THE PHOTOSHOOT
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Challenge:
Despite all the positive change in society, 77% of women still feel judged by their age. A simple phase such as “for her age” allows ageism to hide in plain sight
Idea:
To expose the hidden prejudice, we invited women to a photoshoot. We captured snap shots of their natural reactions when they heard a compliment. Then, we captured their reaction when they were complimented with the caveat of “for her age”.
Results:
The film was shared on social media where it sparked a debate about ageism and reinforce Olay’s brand promise: age should not define you.
128 MM impressions
261MM reached
36MM views
Cannes Lion Award Winning Campaign
