Skincare brand Olay has a heritage built through anti-ageing claims and a perception of being ‘my mom’s brand’, it doesn’t always seem relevant for a younger audience.
PG ONE Singapore’s challenge was to rejuvenate the brand image to connect emotionally with young Australian women. Instead of going the usual scientific demo route, they wanted to appeal to the audience through situations that felt more authentic and human.
The story follows 4 different women going through moments where they have to make a choice – doing what’s good for them (not watching this extra-episode when it’s already late, eating salad instead of pizza, etc.) or doing what they really want.
Faced with this dilemma, the characters unapologetically pick the latter because life is simply more enjoyable when you go for self-indulgence, especially if, thanks to Olay, none of it affects your skin negatively.
Beyond the hero video asset, PG ONE Singapore also produced shorter digital content, out of home and print to amplify the campaign reach and impact.
Agency – Publicis PG ONE Singapore
Axel Grimald – Executive Creative Director – International Clients
Donatien Souriau – Executive Vice President – Global Clients
Vaishnav Balasubramaniam – Associate Creative Director
Bruno Andrade – Senior Art Director
Henrique Zirpoli – Creative Director
Daniel Ho – Executive Producer
Ali Rezgui – Group Planning Director
Khatkhanang Chavalitsakulchai – Regional Account Director
Shaun Lee – Account Manager
Royal Budapest Film CO. Hungary
Justin Reardon – Director