Two sassy women on a girls’ trip. Their humorous banter. And admiration of a buff gardener. This would be classic comedy – but the women are “autumn” age and the comedy belongs to a commercial for retirement living brand, Levande.
…and this gem will join the campaign soon:
Commercials that treat older people as vital human beings are few and far between. The Levande campaign by 303MullenLowe is one of two Australian gems in the last two months. The other was by Awaken for Opal Health Care (see below).
303MullenLowe ‘s first work for Levande, after winning a competitive pitch earlier this year, includes an irreverent new brand platform, identity system and national campaign, Everyday Exceptional, built on strategic research from consultancy, Wingmaven.
The campaign will cover TV, online, social, radio and on a new website levande.com.au, launching this week with the first of three TVCs. Two other TVCs that are part of the ongoing platform will go live in the coming months.
303 MullenLowe Sydney chief creative officer, Bart Pawlak, said the primary aim of Everyday Exceptional, was to “close the gap between the often-negative perceptions of the category and the high satisfaction that residents experience at Levande”.
“As the saying goes – how we spend our days is how we spend our lives. And it’s Levande’s promise of helping elevate every day spent in retirement that inspired our brand platform of Everyday Exceptional, as well as the charming little moments of daily contentment depicted in our stories. Moments that, importantly, avoid the usual representations littering the retirement category. And that instead, successfully capture the allure of this new class of retirement residence in an engagingly irreverent way,” he explained.
Levande chief sales & marketing officer, Nik Scotcher, added, “303 MullenLowe has given us a big platform idea to grow into. Everyday Exceptional works so well because it’s not just a spirit that is authentically and playfully captured in our ads and brand design, but a mantra that the whole brand experience can build and continue to live up to. This platform is a true reflection of who we are and what our residents experience daily. It’s grounded in insight, elevated through creativity, and designed to grow with us.”
303 MullenLowe Sydney’s chief strategy officer, Jody Elston said a cultural fear of ageing and its association with restriction and winding down was a strategic challenge identified early in the planning process, and ultimately addressed in the campaign. “It was important to reframe this next stage of life to be focused on the benefits of adaptation, and an acceptance that there is still good to come,” she commented. “For nearly half of all Australians over the age of 70, the happiest times of their life came after 50. And it’s actually the ordinary experiences that make us happier as we get older and develop a greater appreciation for living in the moment. So, we wanted to represent happiness not as an end-state, but a decision you make every day to be present and appreciate the little things.”
Credits:
Creative Agency: 303 MullenLowe
Chief Executive Officer: Joanna Gray
Chief Creative Officer: Bart Pawlak
Chief Strategy Officer: Jody Elston
Group Head: Jonathon Bates
Art Director: Simon Cox
Copywriters: Tiara Lowndes & Dean Hamilton
Head of Production: Skye Lanser
Executive Producer: Jacqueline Archer
Brand Specialist: Matt Morgan
Head of Design: Alby Furfaro
Client: Levande Retirement Living
Nik Scotcher: Chief Sales & Marketing Officer
Lucy Frizell: Head of Marketing
Kayla Hiscox: Marketing Manager
Consultancy: Wingmaven
Co-Founders & Directors: Jenn ten Seldam & Laura Wilson
Production Company: Scoundrel
Director: Jamie Lawrence
Executive Producer: Kate Gooden/Adrian Shapiro
Producers: Tessa Simpson & Charlie Taylor
Post-Production: The Editors
Editor: Grace O’Connell
Colourist: Matt Fezz
Online Artist: Stu Cadzow
Post Producer: Isabella Vitelli
Sound: MassiveMusic
Sound Designer: Abby Sie
Producer: Alexa Tonkin
Casting Director: Joseph Wijangco
Casting: i4Casting
Photographer: Dick Sweeney
Production: Louis & Co
Producer: Vanessa Levis
Media Agency: Havas Media
Group Business Director: Nell Corbett
Account Director: Ashlee Casalini
Director of Partnerships: Michelle Lee
Senior Activation Specialist: Christopher Couper
