Olay Skin Care Hides Age

Olay Australia has promoted its anti-aging products with a set of print advertisements in which the number 40 attempts to hide. The large white numbers 4 and 0 are hidden behind a tree, behind a curtain and inside a wardrobe with shoes and coathangers.

40 hidden behind a tree

40 hidden behind a curtain

40 hidden inside a wardrobe


The Olay Skin Care campaign was developed at Saatchi & Saatchi, Sydney, by creative director David Nobay, copywriter Mel Coenen, art director Rudi Vranken and photographer Ben Sullivan.