11: BRAND PURPOSE (Brand Purpose)

The Non-Issue - Age Perfect - Age Perfect JPG
The Non-Issue - Age Perfect - Age Perfect MP4 2m:11s

The Non-Issue - Age Perfect
Age Perfect

The Non-Issue - Age Perfect - Age Perfect


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: N/A
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
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