Taking Retinol to the Max
Olay
Re-launching Retinol with impact; a bold new VI and campaign.
Project involved:
CGI - Photography - Social - Shopper - Digital - Advertising
Role: Creative, art direction, design & copy
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Agency: Brave
Art direction: Jasmine O'Dell
Creative Direction: Caroline Paris
Photography: Charlotte May
CGI: WILD
Project summary
Introducing the first of the Max collection; Retinol24 Max.
We were tasked with launching the product across all markets with a big idea and a distinctive look and feel.
The idea had to premiumise the brand and educate skin fanatics that RetMax was 40% more potent.
Because retinoid works hard, renewing skin cells overnight. We compared It to a good night's sleep. And we all know, that a great night's sleep, can do wonders for your skin. So imagine that, max-imised!
A suite of CGI dreamscapes were created, in partnership with WILD. Bringing to life the main themes of hydration, night time and smoothness.
Key visuals, activation ideas and a large toolkit was created to be used throughout the UK and Europe. Covering brand awareness and assets used to educate and to tackle barriers about Retinol.
Part education, part inspiration, the CGI visuals worked hard for us - Populating social toolkits, instore, physical, & online touchpoints.
