Real Women Share Advice on Growing Older 'Wisely' in Campaign by Living Proof

Beauty Brand Is Aiming to Start a Debate

Published On
Feb 29, 2016

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Beauty company Living Proof is launching Timeless, a haircare line for women over 40, with a marketing campaign taglined #AgeWisely that's designed to ignite a larger cultural conversation around wisdom that comes with age.

The campaign, by Mechanica, sees women aged 45 to 70 plus appear in a tastefully put-together black and white video, minimally styled and light on makeup. They will also appear in non-touched up black and white photos running on social media platforms including Facebook, Instagram and Twitter.

A landing page on LivingProof.com hosts video interviews with all the women in the campaign, in which they candidly share stories about advice they took or didn't take. For example, they include the tale of a woman who ran off to get married to her sweetheart without parental approval, and another who listened to her mother and became a flight attendant although she was painfully shy. Another woman was told her only career choices were to become a secretary or a nurse and left Scotland for the U.S. to make her own choices. Libby Delana, founding partner and creative director at Mechanica, directed the women.

Living Proof is also asking consumers to engage with the campaign by posting advice on "How do you age wisely?" on social media.

Credits

Date
Feb 29, 2016
Agency:
Mechanica
Brand:
Living Proof
Client:
Living Proof
Vice President, Global Marketing:
Anne-Marie Kline
Senior Director, Digital Marketing and E-Commerce:
Ashley Serotta
Director, Brand:
Kerry Bohm
Senior Designer:
Jussi Gamache
Chief Creative Officer:
Libby DeLana
Chief Creative Officer:
Jim Garaventi
Photographer:
Justin Tyler Close
Photographer:
Jeremy Power Regimbal
Stills Assistant:
Eric Charles
Director:
Jeremy Power Regimbal
Director:
Justin Tyler Close
Production Company Executive Producer:
Jerry Solomon
Production Company Executive Producer:
Edward Grann
Producer:
Jessica Law
Line Producer:
Ambar Servin
Interview Director:
Jessica Lowe
Director, Photography:
Michael Berlucci
Editor:
John Poliquin
Composer:
Andrew Kessler
Animation:
Jarett Sitter
Hair Artist:
Dylan Chavles
Hair Assistant:
Anna Dunn
Hair Assistant:
Alan Diaz
Wardrobe:
Giorgia Tramontano
Wardrobe Assistant:
Rachel Davis
Wardrobe Assistant:
Jennifer Salas
Casting:
DS Casting
Talent:
Alexandra Schaefer
Talent:
Peggy Larson
Talent:
Carol Dedeaux
Talent:
Cat Hamm
Talent:
Gillean Mcleod

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Project Type