Olay, a Procter & Gamble brand specialising in skin care, wanted to ‘challenge’ ageism with a flashmob in the Plaza del Callao. An unexpected dance that sought to dismantle the belief that age decides what we are suitable for and what we are not.

The action was developed with the support of a DOOH advertising domination campaign of the brand in Circuito Gran Vía with the slogan ‘You’re old enough to show off your skin’ with the aim of boosting viralisation on social networks and connecting with the local female target.

The campaign, carried out on 22 June on Madrid’s Gran Vía, achieved in one hour more than 120,000 DOOH impacts and the participation in the flashmob of more than 100 women between 18 and 82 years old.