Rob Doubal
Co Presidents & Chief Creative Officers at McCann London
London, 英国
标题The Non-Issue
BriefOne fashion magazine has always set the agenda: Vogue. L’Oreal Paris persuaded British Vogue to launch “The Non-Issue”. The magazine was classic Vogue, except its 80 pages were dedicated to women over 50. From actresses Jane Fonda and Helen Mirren to journalist Christiane Amanpour and comedienne Jennifer Saunders; every editorial, fashion shoot and advertisement challenged ageist stereotypes. Because age should be a "non-issue". The Vogue "non-issue" outsold the one featuring Rihanna on the cover.
广告战役 The Non-Issue
广告主 Groupe l’Oréal
品牌 L’Oreal & British Vogue
Posted11月 2019
行业领域 化妆品、美容产品及香水
剧情简介 One magazine has always set that agenda; Vogue. The rule maker.L’oreal Paris persuaded British Vogue to launch “The Non-Issue” in the belief that age should not be an issue.It’s everything you expect from Vogue, only its 80 pages are dedicated to representing women over 50. From Jane Fonda and Helen Mirren, to the acclaimed correspondent Christiane Amanpour and talented comedienne Jennifer Saunders. Every editorial, fashion shoot and every single piece of advertising challenges ageist stereotypes and positively shapes our perception of age.Results:40, 000 new readers in just 2 weeks.90% positive social mentions of L’Oreal Paris.19 Million organic reach.More coverage than Vogue’s most successful September Issue featuring Rihanna.
问题 The fashion and beauty industries remain mostly youth-obsessed. Age discrimination in 2019 is still a problem. Nowhere is this age agenda more apparent than in magazines. It’s little wonder so many women of 50+ feel overlooked and invisible.
媒体类别 案例研究
Integrated Creative Director
President / Executive Creative Director
Creative President
Beauty Team President
President & Chief Creative Officer
President & Chief Creative Officer
Creative Excellence Manager
Head of Social Media
Global Account Director
Global Planning Director
Chief Strategy Officer
Chief Production Officer
Planning Partner
Junior Planner
Managing Partner
Senior Account Manager
Project Director
Art Director Assistant
Global Brand President
Managing Director
General Manager
Creative Strategy
AR/VR Business Development Facebook


Create a free Talent profile and become a member of AdForum

Get Started