Ageism is the third leading cause of discrimination in the world. In 2023, Olay positioned itself as the first brand to make the fight against ageism its brand purpose.
In an unprecedented performance, 100 women who society would consider "too young" or "too old" danced without stereotypes or prejudice to an original song played live by a 70-year-old DJ in Callao, Madrid's most iconic square.
We created a photo set in the middle of the desert, with a team of paparazzi that toured the music festival "CALA MIJAS" for 3 days in search of the beauty of the real expressions of the attendees of all ages.
