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fixing an $8m mistake
client: Olay
under
stand
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BACK
GROUND
Olay Superbowl $8M ad has created mixed feelings throughout the audience. While the aims are good, the video itself looks more of a joke than an inspiring message. Women flying to space in a serum-shaped rocket pushing an anti-aging cream jar to find themselves in the outer space... That aligned neither with the brand itself, nor with the brand goal for this particular campaign.
ASK
OPP
ORT
UNITY
Create a campaign that would improve Olay brand image and attract modern women, who are inspired by brands standing for equality, women rights and social values.
As a beauty brand, Olay has a great opportunity to step back and look at the audience with a refreshed look. Are women really just about creams and serums? No. So why don't we show how much Olay really cares about the future of women? We could partner with women in STEM and tell the world their stories.
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COM
PETITORS
OUR
AUDI
ENCE
LAND
SCAPE
Beauty and skincare brands: Dove, Nivea, L'Oréal, Neutrogena, Lancome
Ethical cautious & environmental-friendly: consumers trust brands that make real changes for the community
Olay mainly targets middle aged women from 25-50 with income 40+
"Easy-beauty" seekers who prefer to target multiple problems with simple solutions.
Career-focus women who prefer not to use surgery to deal with aging.
what human truth stands behind this?
"Why do they always tell me how should I look like?"
"I am a woman - and yes, I want to look good. And I am an architect, so I want people to look at my work and say - wow, that's beautiful!"
"I am tired of all these trends. First they told me I should be proud of being slim, now they are saying I should be proud if I am fat. Can I just be proud of myself as I am?"
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over
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IN
SIGHT
The ongoing body-positive trend is just one side of the medal - it is time to step back and re-evaluate the problem.
THE
ONE
THING
Beauty is who you are, not just how you look
BIG
IDEA
Create a campaign embracing ideas, work, talents - all these sides that are typically avoided by beauty brands.
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