Priceline challenges ageism in latest campaign targeting women

3 July 2017

Creative Agency: Ogilvy (VIC)

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Ita Buttrose, Ada Nicodemou and Sam Harris celebrate women of all ages and ethnicities in the latest campaign from Priceline.

Pick up a copy of our July mag where we looked at the latest advertising trend: 'Oldvertising'.

Priceline Pharmacy continues to build on the success of its ‘100% Woman’ brand platform with a new execution created by Ogilvy Melbourne.

Using real women as well as media personalities, Priceline aims to show women in their own unique beauty moments and rituals, like putting on mascara or embracing their grey roots.

Through the mirror, it captures a diverse range of women striving for their own version of beautiful with the help of Priceline products.

Priceline GM of marketing Mark O’Keefe says: “With three million Australian women shopping at Priceline every month, we have built our business around the understanding that women are not one dimensional. They are career women, mothers, teenagers, grandmothers, students. They come from all different backgrounds and ethnicities. They all have a different idea of what beauty means to them and those insights are important to us and worth celebrating.”

Priceline Pharmacy’s 100% Woman platform first launched in October 2016. Past executions in the campaign include health focused spots and most recently, a celebration of Priceline’s partnerships with women in sport.

Ogilvy Melbourne ECD David Ponce de León says: “By focusing on beauty for this campaign, we were able to showcase those unique moments in the routines of Australian women. With beauty in mind, we partnered with renowned director Ash Bolland to bring these stories to life. We were after an artistic sensibility to women and beauty that only he could deliver.”

Agency credits
• Executive Creative Director: David Ponce de León
• Creative Director: Josh Murrell
• Creative Director: Sharon Condy
• Art Director: Suraiya Lorenz
• Copywriter: Carly Dallwitz
• Group Account Director: Jessica Park
• Account Director: Chad Whatcott
• Senior Account Manager: Jessica Graham
• Senior Producer: Charlotte Griffiths
• Production Company: Interrogate
• Director: Ash Bolland
• Executive: Producer: Tara Riddell
• DOP: Lachlan Milne
• Offline: Arc Edit
• Online: Alt VFX

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