Title	BO GILBERT - THE 100 YEAR-OLD MODEL
Brand	HARVEY NICHOLS
Product/Service	HARVEY NICHOLS
Category	A03. Casting
Entrant	ADAM&EVEDDB London, UNITED KINGDOM
Idea Creation	ADAM&EVEDDB London, UNITED KINGDOM
Media Placement	ZENITH London, UNITED KINGDOM
Production	UNIT London, UNITED KINGDOM

Name	Company	Position
Ben Priest	adam&eveDDB	Chief Creative Officer
Ben Tollett	adam&eveDDB	Executive Creative Director
Richard Brim	adam&eveDDB	Executive Creative Director
Shadi Halliwell	Harvey Nichols	Group Creative & Marketing Director
Anna Davidson	Harvey Nichols	Head of Marketing
Laurence Quinn	adam&eveDDB	Creative
Alex Fairman	Stanley's King Henry	Head of Design
Daniel Moorey	adam&eveDDB	Producer
Paul Billingsley	adam&eveDDB	Managing Partner
Brittany Lippett	adam&eveDDB	Account Director
Katie Gough	adam&eveDDB	Account Manager
Enni-Kukka Tuomala	adam&eveDDB	Planner
Tim Payne	Zenith Optimedia	Media Planner
Becky Dorfmas	Zenith Optimedia	Media Planner
Phil Poynter	Freelance	Photographer
Kell Mitchell	Twenty Twenty	Director & Editor

Brief Explanation

The film starts with a provocation that the average age of a fashion model is 16-25. We challenged this convention by introducing Bo Gilbert, the first ever 100 year-old model in Vogue. The two minute film features Bo sharing her approach to style in behind-the-scenes footage of her photo shoot with world class fashion photographer, Phil Poynter. The film shows how we broke the conventions of the youth-obsessed fashion industry.

Casting the perfect 100 year-old model was fundamental to this campaign. It was an idea that defied the fashion industry convention of using size-zero teenagers. We needed a 100 year-old woman who was not only fit and healthy but whose attitude and love of fashion would embody the fearless spirit of Harvey Nichols. We scoured the country looking for the right person and found Bo Gilbert. Her 47 years working on the cardboard box factory floor was a far cry from the fashion world. However, her love of fashion and natural style, was why she was chosen to be the first centenarian to feature in the pages of Vogue.