OLAY TURNED HEADS ONCE THEY THREW AWAY THE PLAYED-OUT BEAUTY PLAYBOOK.
Heritage beauty icon Olay faced a rapidly diversifying category as Instagram birthed direct-to-consumer brands and TikTok dictated the zeitgeist.
We relished the brand’s challenge to us: transform Olay from “a has been” to “a must have.” Using the weird warp of time during quarantine as our strategic canvas, we pedestaled the anti-aging, time-defying benefits of Olay’s Retinol24 in a hyper-relevant fashion.
A high-octane mashup of cultural symbology, the campaign interrogates the surreal relationship between age, time, science, and beauty in a visual style that completely bucked category norms.
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Campaign Concept
Online Video
OTT
Out-of-home
Social
E-Comm