Thai Skincare advertisements have followed fixed "formula" for several decades, where a celebrity is used as a "pretty face" and nothing deeper - Opening with skin problems, followed by product and science, an application shot, and finally showing skin shots. No one dared to risk breaking this proven formula.

We decided to break this norm by impacting the content and execution -

1. Instead of just showing good skin, we decided to tell the real story of a 37 year old Janie, who faced mean tweets questioning her right to play younger roles. We not only put an end to that debate but the relatable story, also provided the ammunition every Thai woman needed to pursue whatever their dreams might be.

2. Creating a breakthrough music video that breaks the clutter of the traditional skincare advertising, became an industry first, and still is the talk of the Thai advertising community.

Due to the number of small markets, advertising campaigns in Asia Pacific have usually taken the approach of a regional campaign with direct adaptation to local markets, in an effort to drive scale across markets.

Olay realised that to create a truly winning campaign, it had to be hyper local. So, instead of creating a scaled campaign speaking to an "Asian" consumer, we decided to design a unique dedicated campaign for Thailand. Because we knew that designing for the Thai consumer would allow us to dive deeper into richer insights and ultimately become a better seed for breakthrough communication.

We knew celebrities and music worked fantastically in Thailand, but instead of a generic pop song, we created music that appealed to the Thai millennials, and told real story of a star they've known, loved and cared for.

This is how we won the hearts of the Thai consumer.