This is good. This is very good. This is an agency not seeing old as feeble, unable or declining. Admittedly VMLY&R Auckland had a client with first-hand experience of, and a new attitude towards, old age to help it, Ryman Healthcare, New Zealand’s largest retirement village operator.
“Traditional retirement living category advertising has tended to show retired people as old and one dimensional,” explained Debbie McClure, chief sales and marketing officer at Ryman Healthcare.
“We know this isn’t true and we were determined to show the true spirit and dignity of our residents. They may be retired, but they are far from retiring.”
But the agency didn’t rely on the usual stereotypes either.
Jenn Valavala, marketing manager, Ryman Healthcare, noted, “We were impressed by the huge amount of research the team at VMLY&R had done and the insights they developed into life for our residents. The result was a compelling pitch, and we are delighted with the result which reflects the energy and talent of our residents. They’re inspiring, and the campaign reflects this.”
VMLY&R Auckland developed its Ryman Pioneers campaign with the team at Ryman, following a pitch late last year. More than the exuberance, the stylishness and the upbeat music injected into the campaign film, it captures the humanness of older people – in this campaign, they’re people first and older second. Kudos too, to The Sweetshop, director, Melanie Bridge and photographer, Steve Boniface from Match photographers.
VMLY&R executive creative director, Kim Pick stated, “This is the generation who reinvented everything, and now it’s retirement’s turn. It was a delight to work with the Ryman residents and we’re incredibly proud to have the chance to show the truth of what it means to be ‘retired’. As an industry, we have to do a better job of representing people of all ages with respect and avoiding clichés.”
With a Royal Commission going on at the moment into aged care in Australia, this does put a rosy glow on a lot of bad press, but as a campaign that makes one brand stand out in an abysmal category, this is good. This is very good.
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