Outdoor ad: Olay: Olay I'm 42!

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The Challenge for Saatchi & Saatchi Johannesburg: Convince women that Olay’s range of skin care products will give them skin they can be proud of.The Thinking: The well-known truth is that, as women,we lie about our age. Often. The lesser known truth is that we hate lying about our age. Mostly because we know lying is just plain wrong. And secondly, because in the back of our minds, a tiny little voice is saying, "Do you really think they bought it?"The Solution: We created giant ‘look at me’ statements. We then placed these structures, 2 metres in height, on the front lawns of homes in high traffic areas in residential estates. To the passers by, it seems as if the lady of the house is so proud of what she looks like that she wants to tell the world how old (or young) she really is. No lies. Olay