| Titolo | The Non-Issue |
| Brief | One 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. |
| Agenzia |
McCann Paris
|
| Campagna |
The Non-Issue
|
| Cliente |
Groupe l’Oréal
|
| Marca |
L’Oreal & British Vogue
|
| Posted | Novembre 2019 |
| Settore | Cosmetica, Prodotti di bellezza, Profumi
|
| Trama | 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. |
| Problema | 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. |
| Tipo di Media |
Case Study
|
| Agency |
McCann London
|
| Executive Creative Director |
Julien Calot
|
| Creative Director |
Regan Warner
|
| Executive Creative Director |
Robert Brown
|
| Integrated Creative Director |
Chad Warner
|
| President / Executive Creative Director |
Riccardo Fregoso
|
| Creative President |
Adrian Botan
|
| Beauty Team President |
Charlotte Franceries
|
| President & Chief Creative Officer |
Laurence Thomson
|
| President & Chief Creative Officer |
Rob Doubal
|
| Creative Excellence Manager |
Carmen Bistrian
|
| Head of Social Media |
Pierre-Jean Bernard
|
| Global Account Director |
Muriel Lapeyre
|
| Global Planning Director |
Clement Fiorda
|
| Chief Strategy Officer |
Harjot Singh
|
| Chief Production Officer |
Sergio Lopez
|
| Planning Partner |
Rose Van Orden
|
| Junior Planner |
Joy Molan
|
| Managing Partner |
Alison Webber
|
| Senior Account Manager |
Beth Kodjer
|
| Project Director |
Louise Hawthornthwaite
|
| Producer |
Serena Moll
|
| Director |
Ben Twiston Davies
|
| Editor |
Matt Dollings
|
| Editor |
Sabina Dalu
|
| Art Director |
Adrien Simonnet
|
| Art Director Assistant |
Valentin Crespo
|
| Global Brand President |
Pierre-Emmanuel Angeloglou
|
| Managing Director |
Adrien Koskas
|
| General Manager |
Karen Jones
|
| Creative Strategy |
Ginevra Capece Galeota
|
| AR/VR Business Development Facebook |
Christopher Price
|