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


TommyO's picture
1866 pencils

And if you walk the opposite way?

adises's picture
31 pencils

well hopefully they placed it on a walkway that is one-way :)

Wordnerd's picture
6660 pencils

why not showing actual wrinkles there instead of the word?

capywriter's picture
5511 pencils

this 'magic trick' has been used for quite some ideas, but I guess it's amusing for passers-by.

MJStinson77's picture
601 pencils

It's not a new concept, but it's alright. The question about walking the wrong way, is a valid and valuable point.

www.mandyjunestinson.com | ninjabread.wordpress.com | wordjones

Guest's picture

doesn't work b/c you walk past it and don't turn around so you never see the logo

hufflepoff's picture
430 pencils

Been done..

joelapompe's picture
3747 pencils

this "effect" has already been used a dozen of times before... quite boring

slowrider's picture
648 pencils

merzi - mr joelapompe

one should not take life so seriously - as one will not come out of it alive.

Log in or register to post comments