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Title of Entry:
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The Non-Issue |
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Brand:
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Age Perfect |
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Product/Service:
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Age Perfect |
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Client:
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L’Oréal Paris |
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Entrant Company:
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McCann London |
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Creative Agency:
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McCann London & McCann Paris |
| Chief Creative Officer: |
Adrian Botan, Rob Doubal, Laurence Thomson |
| Creative Director: |
Julien Calot, Riccardo Fregoso, Rob Brown, Regan Warner |
| Art Director: |
Regan Warner, Adrian Simmonet |
| Copywriter: |
Rob Brown, Gina Winsky |
| Sector: |
45054 |
| Account Manager: |
Charlotte Franceries, Muriel Lapeyre, Lisa Conway, Alison Webber, Beth Kojder |
| Production Company: |
Craft/McCann, London; Facebook France |
| Producer: |
Louise Hawthornthwaite, Serena Moll |
| Date of Release: |
2019-04-05 |
| Director: |
Ben Twiston Davies |
| Notes: |
‘The Non-Issue’ was more than a sponsored magazine.
It was a media-first: the coming together of two titans of fashion and beauty to produce an unprecedented brand takeover of British Vogue, dedicated to and made by women over-50.
It was a celebration of older women in the medium where they feel least visible.
It was a manifestation of L’Oréal Paris’s commitment to women’s worth at every age.
It was an immersive experience that lived beyond the page in AR-enabled video and social media content exclusives.
And it reinvented what editorial content could achieve.
The Non-Issue’ received more coverage than Vogue’s most successful September issue starring Rihanna (31) and threw gender-based ageism into the spotlight, inspiring worldwide coverage.
On social, ‘The Non-Issue’s’ cover was x3 more visible than the official May cover starring Kate Moss, and attracted 40,000+ new readers to Vogue in just two weeks.
With no paid media, it organically reached 3.9M people offline and 19M online, with an overwhelmingly positive brand response: 90% of L’Oréal Paris social mentions during circulation were positive.
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| Editing Company: |
Craft/McCann, London |
| Editor: |
Matt Dollings, Sabina Dallu |
| Sound Studio: |
Craft/McCann |
| Other Credits: |
Head of Social Media - Pierre-Jean Bernard, McCann Paris |
| Other Credits: |
Global Planning Director - Clement Fiordia, McCann Paris, Beauty Team |
| Other Credits: |
Chief Strategy Officer - Harjot Singh, McCann Worldgroup Europe |
| Other Credits: |
Creative Excellence Manager - Carmen Bistrian, McCann Worldgroup Europe |
| Other Credits: |
Integrated Creative Director - Chad Warner, McCann London |
| Other Credits: |
Strategists - Rose Van Orden, Joy Molan, McCann London |
| Other Credits: |
Chief Production Officer - Sergio Lopez |
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