Seen+Noted: Olay targets young consumers to try their mom’s brand

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 Publicis Singapore 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 their mission of capturing young consumers’ attention and trust, Publicis Singapore 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.

Credits
Executive Creative Directors: Axel Grimald, Eric Yeo
Copywriter: Joao Braga
Senior Art Directors: Paige Lee, Bruno Andrade
Illustrator: Paige Lee
Photographer: Soon Tong Tan
Retoucher: Chuiser Wong
Production: Prodigious Singapore