Age Stereotyping in China Addressed in Olay Chinese New Year Campaign.
Olay has taken an interesting approach to the problem with age stereotypes in China in a new campaign film created by BBDO China for Chinese New Year. The message of the ad is meant to encourage women to toss aside societal stereotypes about where they should be and what they should be doing based on how old they are, and to define milestones by their own standards, and not by their age. The 2-minute film uses a passenger train as a metaphor for what women face in Chinese society from both inside and outside their family.
The campaign is driven by market insights into a woman’s experience of returning home to family pressure, while encouraging a social conversation around unfair age stereotyping, generating media coverage and interest from local KOLs to government authorities.
Creative agency: BBDO China
Executive creative director: Kit Koh
Creative partner: Supparat Thepparat
Associate creative director: Sue Su
Creative group head: Johngo Huang
Senior copywriter: Danlei Wang
General manager: Eric Zhou
Planning director: Kenny Au Leong
Account director: Miko Kong
Account manager: April Huang
Producer: Kitty Or
Director: Chen Hong-i
Production house: Filmplexe China