SHANGHAI, 24 January 2019 – BBDO China has created a two-minute film for Olay for Chinese New Year, with a message that encourages women to define milestones by their own standards, and not by their age.
Driven by the insight of a woman’s experience of returning home to family pressure, the video encouraged a social conversation around unfair age stereotyping, generating media coverage and interest from local KOLs to government authorities.
“Based on a deep insight, this innovative and rewarding execution created a powerful metaphor that strongly resonated with audiences because it was inspired by true stories from Olay consumers,” says Paola Pocci, Managing Director, Greater China Skin Care at Procter & Gamble.
“It’s truly rewarding to see the campaign has created such promising buzz in the market. Many stereotypes take away power from our audience; we wanted to give that power back to them – because that’s what Olay does, it stands by and empowers women of the modern day,” Kit Koh, Executive Creative Director, BBDO China added.
The campaign was developed with a focus on the Olay brand belief that every woman should be fearless of age.