Next level SPF

Olay

Because UV does next-level damage, we had to encourage people to level up their protection, in this SPF campaign. 

Project
summary

Art Direction
Advertising
Digital
Social
Shopper

Agency: Brave
Design: Ben Attwood
Photography: Mollie Rose
Creative Direction: Annie Fox

My role: Concept, art direction, design & copy

Brief
People avoid SPF in favor of ingredient-rich moisturisers, but the sun's invisible UV rays continue to damage skin, destroy collagen and create dark spots - even on cloudy days.

We were asked to convince audiences, Olay's SPF has it all: Powerful, broad-spectrum protection, combined with advanced skin science.

Solution
Our approach was to educate and persuade. Asking our audience to 'Step Up' their protection, with a SPF that prevents and repairs. 

Our idea positioned Olay’s SPF as 'Next Level' - offering intense hydration and lightweight protection.

We used technical graphics to nod to our scientific credentials. Imagery captured by Mollie Rose showed natural glowing skin and shocking UV damage, to disrupt feeds and grab attention.

Impact
We targeted men too (as UV  doesn't discriminate) - which was the first for the brand. 

The campaign was deployed in a global toolkit for all SPF boutiques, both in-store and online.

I was responsible for the evolution of the idea through to the delivery of all assets. 

Throughout a suite of assets, we shocked and educated to drive action. While showing off Olay's skin science credentials.