| Заголовок | 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. |
| Агентство |
McCann Paris
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| Кампания |
The Non-Issue
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| Рекламодатель |
Groupe l’Oréal
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| Бренд |
L’Oreal & British Vogue
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| Posted | Ноябрь 2019 |
| Бизнес сектор | Косметика, товары для красоты и парфюмерия
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| История | 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. |
| Проблема | 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. |
| Тип медиа |
Анализ ситуации
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| Агентство |
McCann London
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| Исполнительный креативный директор |
Julien Calot
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| Креативный директор |
Regan Warner
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| Исполнительный креативный директор |
Robert Brown
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| Интегрированный креативный директор |
Chad Warner
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| President / Executive Creative Director |
Riccardo Fregoso
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| Creative President |
Adrian Botan
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| Beauty Team President |
Charlotte Franceries
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| President & Chief Creative Officer |
Laurence Thomson
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| President & Chief Creative Officer |
Rob Doubal
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| Creative Excellence Manager |
Carmen Bistrian
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| Head of Social Media |
Pierre-Jean Bernard
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| Global Account Director |
Muriel Lapeyre
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| Global Planning Director |
Clement Fiorda
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| Директор по стратегии |
Harjot Singh
|
| Chief Production Officer |
Sergio Lopez
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| Planning Partner |
Rose Van Orden
|
| Junior Planner |
Joy Molan
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| Управляющий партнер |
Alison Webber
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| Senior Account Manager |
Beth Kodjer
|
| Руководитель проекта |
Louise Hawthornthwaite
|
| Продюсер |
Serena Moll
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| Директор |
Ben Twiston Davies
|
| Редактор |
Matt Dollings
|
| Редактор |
Sabina Dalu
|
| Арт-директор |
Adrien Simonnet
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| Ассистент арт-директора |
Valentin Crespo
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| Global Brand President |
Pierre-Emmanuel Angeloglou
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| Управляющий директор |
Adrien Koskas
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| Главный управляющий |
Karen Jones
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| Креативная стратегия |
Ginevra Capece Galeota
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| AR/VR Business Development Facebook |
Christopher Price
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