Olay anti-ageing cream: Sophie

Anti-wrinkle moisturizing products usually referred to as anti-aging boutiques are actually most effective when used at a young age – when aging signs are invisible.
It is therefore quite of a challenge to catch the attention of the younger audience and convince them about the benefits of anti-aging products through conventional advertising.

This is why we decided to champion an emotional approach with a relatable story at the heart of it, one that young consumers can connect with and be persuaded to give ‘their mom’s brand’ a chance.

To succeed in our mission of capturing young consumers’ attention and trust, we decided to present the ad as a diary entry in both look and copy style celebrating the roller-coaster of life in all its beauty.