Proctor & Gamble: Fearless of age by Olay by Grey Group Hong Kong

Date: Mar 2018
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
5 votes

This Women’s Day, Olay brings powerful female icons Lin Chiling, He Shui, Gao Yuan Yuan and more than 100 Key Opinion Leaders (KOLs) together to share personal stories that represent what it means to have no fear of age, to defy age taboos and judgment facing women in China today.

Olay dares these women and millions more to engage in this taboo topic in China openly, and creates a movement behind the belief that “the number that defines a woman is not her age, but her fearless story”.

This campaign comes to life through intimate films, as Lin Chiling, He Shui and Gao Yuan Yuan share personal untold stories about their stories of proudest achievements, and how this number defines them rather than their age and the tensions that come with it.

In social, 100 female KOLs from different backgrounds also share their own fearless stories. Simultaneously, a special Women’s Day publication from the collaboration between Olay and Bazaar will also feature 20 women, documenting what number they believe defines them and goes into the detail of their ups and downs

In one of the busiest subway stations in Shanghai, Olay also turns the area into a library – where all the fearless stories collected are turned into a collection of book covers. This will also be the backdrop for Pear Video, a popular digital news platform in China, to carry out street interviews with all women about the theme.

Credits

P&G Greater China, Skin Care - Olay

Vice President: Hyoeun Kim

General Manager: Victor Leung

Brand Manager: Mingo Wang

Grey Group Hong Kong

Chief Executive Officer: Sarah Trombetta

Chief Creative Officer: Michael Knox

Group Creative Director: Christopher Lee

Business Director: Duffy Lau

Planning Director: Ann Zhang

Creative Team: Jeffrey MC Wong, Augustine Huang, Joy Li, Jeffrey Wong

Account Service Team: Frankie Lo, Natalie Chan, Vanessa Luk

Producer: Maggie Ng

General Manager, Grey Shopper DPI: Iris Hsu

Retail Executive Creative Director, Grey Shopper DPI: Edy Ng

GreynJ United Thailand

Apiwat Pattalarungkhan – Creative Director

Irvine Prisilia – Creative Director

Tanongsak Tannoprat – Copy writer

Mediacom

Iris Guan, Angel Liang

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.