11: BRAND PURPOSE (Brand Purpose)
JPG
MP4
2m:11s
The Non-Issue - Age Perfect
Age Perfect
Gold
| Title of Entry: | The Non-Issue |
|---|---|
| Brand: | Age Perfect |
| Product/Service: | Age Perfect |
| Client: | L’Oréal Paris |
| Entrant Company: | McCann London |
| Creative Agency: | 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. |
| 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 |
