OLAY REGENERIST RETINOL24 CAMPAIGN

A heritage beauty icon, Olay faces a rapidly diversifying category,
as Instagram births direct-to-consumer brands and TikTok dictates the zeitgeist.

Experts in bottom-up brand building and DTC growth, we relished Olay’s challenge to us:
transform Olay.com into a high-volume, high-value destination for e-commerce.

Using the weird warp of time during quarantine as our strategic canvas,
we pedestaled the anti-aging, time-defying benefits of Olay’s best-selling product, Olay Retinol24.
The campaign lived across OTT, OLV, OOH, and social.

A high-octane mashup of cultural symbology, the campaign interrogates
the surreal relationship between age, time, science, and beauty.

WHAT IS TIME?