ifog: making things clearer
Neutrogena Cellular Boost · Launch campaign

Age disgracefully.

Anti-ageing skincare was getting a little old. For the launch of Cellular Boost, we stopped telling women how to age and crossed out the clichés instead.

Client
Neutrogena
Agency
DDB Paris
Role
Creative / Copywriter
Channels
Film · Social · Stories
Face your age, your way: a woman flashing a peace sign over one eye

Forget frozen faces. Let’s age the way we want.

Look good for your age, with “for your age” crossed outAnti-ageing crossed out and rewritten as anti-ageismLove never gets oldI’m 15 years old, in tortoise years
Social · The crossed-out clichésWe crossed out the rules of ageing.Every line the beauty industry ever used on women over 40, struck through and rewritten in her own hand.
Your best years are behind you, rewritten: your best years are nowLook back, rewritten: look forward
Instagram StoriesYour best years are now.
Film frame: Age disgracefullyFilm frame: embrace your age, rewritten as celebrate your age
FilmDon’t embrace your age. Celebrate it.

#LookAsYoungAsYouFeel

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