ONEFIRST

The recent pandemic situation gave the input, which put the critical and uncomfortable situation of many elderly people at the centre of information, who, for health or physical reasons, were unable to receive the attention of their relatives and friends.

But next to them there was and there is also a large slice of the population that, despite the grey hair, does not suffer from physical or health problems, but had to respect the period of forced "confinement", putting aside their daily habits.

Through the visual message of the promotional campaign, "Onefirst" also wants to give voice to this segment of population, meaning by "beauty has no age" not only the mere physical aspect, but rather a mental form and a vitality that often, in fact, they are not marked by the passage of time.

The fashion designer's grandmother gets involved to act as testimonial of the campaign.
A grandmother who represents all grandmothers and all those women in which spontaneity, determination, and the desire to do and have never been overshadowed by age.