The rapid increase in anti-aging content on social media feeds of girls as young as 10 years old is driving them to adopt unnecessary anti-aging skincare routines. This trend not only affects their skin but also damages their self-esteem. Research by Dove revealed that 1 in 2 girls aged 10-17 now expects to become more concerned about their appearance as they age.

In response to this troubling trend, we launched the "10 vs 10" campaign to create awareness and provide guidance to parents and guardians on how to address this issue.

CANNES LIONS 2024
BRONZE LION in PRINT AND PUBLISHING (Culture & Context)
SHORTLIST in PRINT AND PUBLISHING (Social Behaviour & Culture Insight)
SHORTLIST in FILM (Corporate Purpose & Social Responsibility)
SHORTLIST in FILM (Consumer Goods)
SHORTLIST in OUTDOOR (Corporate Purpose & Social Responsibility)
SHORTLIST in INDUSTRY CRAFT (Photography / Outdoor)

AWARD Awards (Australia)
GOLD PENCIL in ADVERTISING (Purpose)
SILVER PENCIL in PRINT & PUBLISHING
BRONZE PENCIL in ADVERTISING (Health & Wellness)

bCreator™ Awards (UK)
Beauty Creator Marketing Campaign of the Year

My role: Global Creative Director