This Women’s Day Olay and Grey Group Hong Kong inspire women to be fearless of age

This Women’s Day, Olay brings powerful female icons Lin Chiling, He Shui, Gao Yuan Yuan and more than 100 Key Opinion Leaders (KOLs) together to share personal stories that represent what it means to have no fear of age, to defy age taboos and judgment facing women in China today.

Olay dares these women and millions more to engage in this taboo topic in China openly, and creates a movement behind the belief that “the number that defines a woman is not her age, but her fearless story”.

VIEW FULL VIDEO

This campaign comes to life through intimate films, as Lin Chiling, He Shui and Gao Yuan Yuan share personal untold stories about their stories of proudest achievements, and how this number defines them rather than their age and the tensions that come with it.

Since Olay’s idea is to encourage all women to have no fear of age, so they encourage all women to not be defined by their age number. Instead, they should be defined by their own fearless story – symbolised by their achievements.

He Shui is actually 28. But, He Shui believes she is “52” because she is proud to have gone and modelled at 52 international shows. Thus, instead of answering “28” in the video, she replies “52”.

Similarly, for the other two celebrities – Gao Yuan Yuan is actually 38 but she says 24 because she is proud to have redefined herself as more than just an actress and became a shoe designer, designing 24 shoes in her first year as a designer.

Lin Chiling is 43 in real life but she believes 30 defines her because her achievement is embracing 30 different roles in life (from modelling to acting in movies and theatre to volunteering and building schools, etc.)

In social, 100 female KOLs from different backgrounds also share their own fearless stories. Simultaneously, a special Women’s Day publication from the collaboration between Olay and Bazaar will also feature 20 women, documenting what number they believe defines them and goes into the detail of their ups and downs.

In one of the busiest subway stations in Shanghai, Olay also turns the area into a library – where all the fearless stories collected are turned into a collection of book covers. This will also be the backdrop for Pear Video, a popular digital news platform in China, to carry out street interviews with all women about the theme.

Lastly, Olay’s online hub not only features the assets of the campaign, but also invites you to be the face of this movement, allowing you to customize the designs, the number that best represents you and your quote, to be shared as a social badge.

Special pack designs as well as a comprehensive in-store makeover further reinforces Olay’s message to all women to have no fear of age.

Credits –

Brand Manager: Mingo Wang

GreynJ United Thailand

Tanongsak Tannoprat – Copy writer