OLAY CHALLENGES THE AGEISM WITH A CAMPAIGN IN CIRCUITO GRAN VÍA AND A FLASHMOB IN CALLAO

Olay, a Procter & Gamble brand specialising in skin care, wanted to ‘challenge’ ageism with a flashmob in the Plaza del Callao featuring a hundred women between the ages of 18 and 82. The action was developed with the support of a campaign of the brand in Circuito Gran Vía with the slogan ‘You are old enough to show off your skin’.

The activation in the square was enlivened by Myri Murano, a 60-year-old DJ who began her relationship with electronic music after turning 55; Cata Almagro, a 30-year-old drummer, and Paula Merino, who started playing the guitar at the age of 8 and today, at 19, boasts of making a living from her music. The event was also attended by well-known faces such as the model Willy Van Rooy, who has modelled for brands such as Yves Saint-Laurent and Helmut Newton and who, at 82 years of age, is still active.

All of them joined dozens of women who surprised the audience in the square with an unexpected dance number that sought to dismantle the belief that age decides what we are fit for and what we are not. That ‘you’re not old enough to…’ which, according to a recent Olay study, 17.3% of women over 40 have heard at some point.