Powering up your routine
Olay
Convincing skin-junkies
of any age or gender, that Retinol24 is the ultimate power-up for their nightly routine.
Project involved:
CGI - Photography - Social - Shopper - Digital - Advertising
Role: Creative, art direction, design & copy
_
Agency: Brave
Art direction: Ben Attwood
Design: Tim Nejad
Creative direction: Annie Fox
CGI: WILD
Project summary
Tasked with broadening Retinol24's reach -
we had an opportunity to own the nighttime category.
Olay's simplified, balanced, award-winning Retinol formula works hard every night to restore, refresh and renew. We launched it as the ultimate power-up in anyone's nightly routine.
Our creative approach simplified complex skin science through myth-busting, punchy claims, and a focus on proof-based, and emotional benefits of great skin.
Using the visual metaphor of charging , we were able to bring to life the renewing of skin cells and show the impact this has on your skin, and overall confidence. Plus, show the link between skincare routines, and well-being.
The use of pulses and neon-like art direction was reflective of the immediate benefits - radiating from the skin, and the power of the product.
The look and feel relaunched Retinol24 across global markets and, for the first time, was tailored to a variety of age groups and both genders.
The toolkit combined tailored copy, vibrant art direction, and dynamic animations to educate and persuade a number of audiences to use Olay's formulated Retinol in their nightly regimes.
