On behalf of the National Initiative for Care of the Elderly (NICE) and the City of Toronto, we created a faux brand called Imagés and product called an Aging Cream. Through a series of three transit shelter ads and a video, we were able to pique the audience's curiosity through this strange product and start a conversation about ageism — more specifically, ageism against older adults in the workplace.

National media coverage and awareness ensued for this worthy, often overlooked issue.

2020 MUSE BY CLIO TORONTO FOR ALL “AGING CREAM”