Integrated FMCG 2025
The Periodic Fable
Directed by Olivia De Camps
Insight
Skincare marketing is full of manipulative scientific-sounding words like "poreless" and "medical grade" that mean nothing.
Idea
A fake periodic table out of 49 real beauty industry buzzwords to expose the lies of the industry.
Execution
A dystopian short film shows hypnotised students chanting fabricated "elements" like Fat Freezing and Wrinkle Erasing, backed by striking OOH of the periodic table itself and an interactive site debunking each term.
Notes
Genius. This platform for The Ordinary is like a never-ending gift, the work constantly pushes up against the deception of the skincare industry, but never forgets that it's not enough to just push against the enemry, you need to be compelling, interesting and creative in how you tell that story and this campaign does so in spades.