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Paris, Francia
L’Oréal Paris - "L'OREAL Non Issue Case Study" by PHNX Awards 2020

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TitoloL'OREAL Non Issue Case Study
Agenzia
Campagna The Non-Issue
Marca L’Oréal Paris
Data di Prima Diffusione/Publicazione 2019 / 4
Prodotto Age Perfect
Trama ‘The Non-Issue’ was more than a sponsored magazine.

It was a media-first: the coming together of two titans of fashion and beauty to produce an unprecedented brand takeover of British Vogue, dedicated to and made by women over-50.

It was a celebration of older women in the medium where they feel least visible.

It was a manifestation of L’Oréal Paris’s commitment to women’s worth at every age.

It was an immersive experience that lived beyond the page in AR-enabled video and social media content exclusives.

And it reinvented what editorial content could achieve.

'The Non-Issue' received more coverage than Vogue’s most successful September issue starring Rihanna (31) and threw gender-based ageism into the spotlight, inspiring worldwide coverage.

On social, ‘The Non-Issue’s’ cover was x3 more visible than the official May cover starring Kate Moss, and attracted 40,000+ new readers to Vogue in just two weeks.

With no paid media, it organically reached 3.9M people offline and 19M online, with an overwhelmingly positive brand response: 90% of L’Oréal Paris social mentions during circulation were positive.
Lunghezza
Executive Creative Director Beauty Team Julien Calot - McCann Paris
Executive Creative Director Beauty Team Rob Brown - McCann London
Creative Director Beauty Team Regan Warner - McCann London
Creative President Riccardo Fregoso - McCann Paris, Executive Creative Director
Beauty Team President Charlotte Franceries - McCann Paris
Global Account Director Beauty Team Muriel Lapeyre - McCann Paris
Head of Social Media Pierre-Jean Bernard - McCann Paris
Global Planning Director Beauty Team Clement Fiorda - McCann Paris
Global Executive Creative Director Adrian Botan - McCann WorldGroup Europe
Chief Strategy Officer Harjot Singh - McCann WorldGroup Europe
Creative Excellence Manager Europe Carmen Bistrian - McCann WorldGroup Europe
Co-President Rob Doubal - McCann London, Chief Creative Officer
Co-President Laurence Thomson - McCann London, Chief Creative Officer
Integrated Creative Director Chad Warner - McCann London
Planning Partner Rose Van Orden - McCann London
Junior Planner Joy Molan - McCann London
Managing Partner Alison Webber - McCann London
Senior Account Manager Beth Kojder - McCann London
Project Director Louise Hawthornthwaite - McCann London
Chief Production Officer Sergio Lopez - Craft London
Producer Serena Moll - Craft London
Director Ben Twiston Davies - Craft London
Editor Matt Dollings - Craft London
Editor Sabina Dallu - Craft London
Art Director Beauty Team Adrien Simmonet - McCann Paris
Assistant Art Director Beauty Team Valentin Crespo - McCann Paris
Copywriter Beauty Team Gina Winsky - McCann Paris
McCann, Assistant Art Director Beauty Team Dylan Decremp
Global Brand President Pierre-Emmanuel Angeloglou - L’Oréal Paris
Managing Director UK & Ireland Adrien Koskas - L’Oréal Paris
General Manager UK & Ireland Karen Jones - L’Oréal Paris
Global Accounts Ginevra Capece Galeota – Facebook, Creative Strategist
Facebook, AR/VR Business Development Christopher Price
Production Company Craft/McCann, London
Production Company Facebook France
Publisher Conde Nast International