Olay Regenerist was promoted in Brazil’s gossip magazine Caras with a cover up deal. Gossip magazines are known for publishing the ages of celebrities right after their names. Caras, an entertainment/gossip magazine with a circuluation of 350,000, and more than 4 million readers a week, featured a two page spread, developed by F/Nazca Saatchi & Saatchi. The age of every celebrity, including Nicole Kidman, Helen Mirren, Sophia Loren, Jessica Simpson and even Sir John Malkovich, was literally hidden with the product, the new Olay Regenerist micro sculpting cream. The campaign, run over nine weeks in association with digital activation, television, magazine and merchandizing, won a Silver Press Lion at Cannes International Festival of Creativity 2011. Click on the image below to see the full spread.
The Ages campaign was developed at F/nazca Saatchi & Saatchi, Sao Paulo, Brazil, by chief creative officer/creative director Fabio Fernandes, creative director Eduardo Lima, art director Keka Morelle, copywriter André Faria, advertiser’s supervisors Juliana Azevedo, Juliana Moretti, Daniela Rodrigues, planners Fernand Alphen, Thiago Bersou, account managers Patricia Bulhões, Andrea Almeida, and account supervisor André Gustavo.