Every now and then an agency gets advertising for older people right. Thinkerbell Aotearoa got advertising for Arvida retirement villages right.
The new platform, Life your way, underlines the brand’s mission to create communities that give people the freedom to thrive. But it’s the hero commercial that shines – 60-seconds of older people inventiveness infused with vibrant energy and a palpable sense of fun.
Regan Grafton, chief creative tinker at Thinkerbell Aotearoa, commented, “When we explored the retirement sector, we saw a lot of the same old clichés – such as residents relaxing and sipping tea. But just like my parents, this audience is active, fun-loving, and independent. That’s exactly how Arvida treats them, by empowering residents to live their lives their own way. This audience also has a great sense of what makes a great ad, so Arvida set out to deliver just that.”
Kylie Gibson, general manager of brand and marketing for Arvida, added, “Partnering with Thinkerbell Aotearoa has represented an exciting opportunity for us to evolve our brand even further. It’s been a refreshing creative adventure together that has resulted in something joyful and original – just like Arvida.”
The campaign is running in New Zealand across television, radio, press, cinema, digital and social media. It stars much-loved New Zealand character actor, director, and screenwriter, Sir Ian Mune in the lead role.
Credits:
Client: Arvida
General Manager Brand & Marketing: Kylie Gibson
Arvida Marketing Team: Kylie Lindsay, Kylie Barratt-Boyes, Robbie Walker, Mike Saxon Arvida Knightsbridge
Village Manager: Carol Andrews
Agency: Thinkerbell
Tinkers: Regan Grafton, Lizzie Baird, Sophie Campbell
Thinkers: Amy Frengley, Andrew Graham
Production: Good Oil
Director: Dylan Pharazyn
DoP: Adam Luxton
Managing Director: George Mackenzie Executive Producer: Andrew McLean
Producer: Anna Stuart
Photography: Reload Pictures
Media: Together
Managing Partner: Rufus Chuter
Planning Director: Beccy Meares
Music Supervision: Music Mill
Audio: Liquid Studios Senior Sound Designer: Craig Matuschka
