Olay: Disappearing Wrinkles


To demonstrate the power of Olay Total Effects in removing fine wrinkles from skin, Saatchi & Saatchi Russia developed a special poster to be displayed in shopping malls. As you approach the poster you see the word ‘wrinkles’. As you pass it, the ‘wrinkles’ disappear to be replaced by the Olay Total Effects branding.

Advertising Agency: Saatchi & Saatchi Russia
Creative Director: Stuart Robinson
Art Director: Adrian Ely
Copywriter: Daniel Lunn
Designer: Nikita Sinitsyn