11: BRAND PURPOSE (Brand Purpose)
The Non-Issue - Age Perfect
|Title of Entry:||The Non-Issue|
|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|
|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|
|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|