News

Olay campaign suggests Chinese women ‘break up’ with the tensions of ageing this Valentine’s Day

Grey Hong Kong has created a campaign for Olay for Chinese Valentine’s Day celebrated on August 6, called ‘Let’s Break Up’. 

The ad takes on ‘Jiefilian’ or ‘Big Sister Love’ – the name given for relationships between a man and an older woman.  

A release from Grey on the campaign said that such relationships are perceived to be non-traditional and so, the people involved, especially the women, face a lot of pressure. 

It said: “While attitudes are slow to change, Olay hopes to play a role to reinforce that if a woman is fearless of age, she is fearless to pursue a relationship which doesn’t need to be affected by age.”

P&G Greater China skin care Olay vice president Hyoeun Kim said: “The creative idea celebrates women who love without fear. We believe that Olay, as a leading skincare brand, will continue to inspire and empower Chinese women to live her life that is fearless of age.”

Grey Hong Kong group creative director Christopher Lee added: “While attitudes are changing, there’s still a social stigma that affects relationships. We wanted to acknowledge the courage it takes to love fearlessly.”

The campaign is slated to run on online platforms. 

Credits:

Grey Hong Kong

Chief creative officer: Michael Knox 

Head of strategy: Owen Smith

Group creative director: Christopher Lee 

Creative director: Flora Tsui

Senior copywriter: Augustine Huang

Business director: Duffy Lau 

Senior account director: Jesppie Poon 

Associate account director: Ivan Lam

Account manager: Jamie Wong

P&G Greater China, Skin Care – Olay

Vice president: Hyoeun Kim

Associate brand director: Victor Leung

Brand manager: Vera Zhong

Associate brand manager: Crystal Li

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