THE NON-ISSUE

Short List
ClientL'ORÉAL PARIS
Category E03. Print & Publishing
TitleTHE NON-ISSUE
Product/ServiceAGE PERFECT
Entrant McCANN PARIS, FRANCE
Idea Creation McCANN PARIS, FRANCE
Idea Creation 2 McCANN LONDON, UNITED KINGDOM
Media Placement CONDÉ NAST INTERNATIONAL London, UNITED KINGDOM
Production CRAFT LONDON, UNITED KINGDOM
Additional Company FACEBOOK Paris, FRANCE
Credits
Name Company Position
Julien Calot McCann Paris Executive Creative Director Beauty Team
Rob Brown McCann London Executive Creative Director Beauty Team
Regan Warner McCann London Creative Director Beauty Team
Riccardo Fregoso McCann Paris Executive Creative Director, Creative President
Charlotte Franceries McCann Paris Beauty Team President
Muriel Lapeyre McCann London Global Account Director Beauty Team
Pierre-Jean Bernard McCann Paris Head of Social Media
Clement Fiorda McCann Paris Global Planning Director Beauty Team
Adrian Botan McCann WorldGroup Europe Global Executive Creative Director
Harjot Singh McCann WorldGroup Europe Chief Strategy Officer
Carmen Bistrian McCann WorldGroup Europe Creative Excellence Manager Europe
Rob Doubal McCann London Chief Creative Officer, McCann UK, and Co-President
Laurence Thomson McCann London Chief Creative Officer, McCann UK, and Co-President
Chad Warner McCann London Integrated Creative Director
Rose Van Orden McCann London Planning Partner
Joy Molan McCann London Junior Planner
Alison Webber McCann London Managing Partner
Beth Kojder McCann London Senior Account Manager
Louise Hawthornthwaite McCann London Project Director
Sergio Lopez Craft/McCann Chief Production Officer EMEA
Serena Moll Craft/McCann Producer
Ben Twiston-Davies Craft/McCann Director
Matt Dollings Craft/McCann Editor
Sabina Dallu Craft/McCann Editor
Adrien Simmonet McCann Paris Art Director Beauty Team
Valentin Crespo McCann Paris Assistant Art Director Beauty Team
Gina Winsky McCann Paris Copywriter Beauty Team
Dylan Decremp McCann Assistant Art Director Beauty Team
Pierre-Emmanuel Angeloglou L’Oréal Paris Global Brand President
Adrien Koskas L’Oréal Paris Managing Director UK & Ireland
Karen Jones L’Oréal Paris General Manager UK & Ireland
Ginevra Capece Galeota Facebook Creative Strategist – Global Accounts
Christopher Price Facebook AR/VR Business Development

Cultural / Context information for the jury

‘The Non-Issue’ was more than a sponsored magazine. It was a media-first: the coming together of two titans of fashion and beauty to produce an unprecedented brand takeover of British Vogue, dedicated to and made by women over-50. It was a celebration of older women in the medium where they feel least visible. It was a manifestation of L’Oréal Paris’s commitment to women’s worth at every age. It was an immersive experience that lived beyond the page in AR-enabled video and social media content exclusives. And it reinvented what editorial content could achieve.

Tell the jury about the copywriting.

Our mission was to make this overlooked demographic feel seen, therefore the magazine was crafted for and largely by women over-50. Respected journalists such as Vogue’s Kathleen Baird-Murray and war correspondent Christiane Amanpour contributed to the magazine, to ensure the features were representative of our target audience and retained Vogue’s world class editorial style. The idea was to normalise and celebrate age from cover to cover, but without perpetuating the issue of ageism. As an agency, we exclusively crafted the magazine’s Foreword, which set out our vision for a better future where age is no longer an issue.