Next level SPF
Because UV does next-level damage, we had to encourage people to level up their protection, in this SPF campaign.
Design: Ben Attwood
Photography: Mollie Rose
Creative Direction: Annie Fox
My role: Concept, art direction, design & copy
Olay's ingredient-obsessed audience want smooth, firm, glowing skin. But invisible UV is damaging their skin on every level. Even on cloudy days, UV penetrates deep to damage DNA, destroy collagen and creates dark spots.
To repair and prevent this damage, our audience needs more than a simple SPF... They need powerful, broad-spectrum protection combined with advanced skin science for all their beauty needs.
Our campaign positioned Olay’s SPF as 'next level' - combining intense hydration and lightweight protection.
Visually, we leaned into our scientific credentials, with proof you can see immediately. Technical graphic language was used to nod to our scientific superiority. And we disrupted our audience's feeds with shocking imagery, to make them take notice.
Brought to life beautifully by Mollie Rose who captured natural glowing skin, and shocking UV damage portraits.
The campaign was rolled out for a number of SPF boutiques in a global toolkit activated instore and online.
Throughout a suite of assets, we shocked and educated to drive action. While showing off Olay's skin science credentials.