Advertisers are beginning to realise that there’s a growing generation of older people out there. They buy things. They’re changing and using services to adapt to those changes, like retirement. Quite well, with the right kind of services.

“There is a huge misperception about what it means to be retired,” explained Zak Mroueh, chief creative officer and founder at Zulu Alpha Kilo. “People feel patronised when they’re pressured into something they don’t want to do – like selling their home.”

Not every agency has the resources to understand what it really feels like to be older. Apparently, Zulu Alpha Kilo, has them or knew where to find them. Its campaign for HomeEquity Bank has all those lovely true-to-life elements that make human humour sharp.

“This is about empowering retirees,” Mroueh stated. “We knew that these situations would be relatable to our audience and that we could really strike a chord with them.”

Watch:

https://youtu.be/t2uo_fPGs5o

“The Canadian population is aging and many homeowners feel that they have no other choice than to sell the house they love to finance retirement,” commented, Yvonne Ziomecki executive vice president – marketing and sales, HomeEquity Bank. “Our research has shown that 93% of people over 65 want to retire in their home. We’re tremendously excited about this new direction for our brand because it is about empowering Canadians to live the life they’ve earned.”

 The three TV commercials in the campaign are supported by direct response TV using the same on-camera characters, a website refresh, digital ads, and a series of ambient executions designed to look like real-estate for sale sign – except they let you know that the owner is not interested in selling.

The campaign will run through to 2019.

Credits:

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Patrick Scissons
Art Director: Shawn James
Writer: Irfan Kahn
Agency Producers: Jac Benoit & Teresa Bayley
Account Team: David Tremblay
Strategic Planner: Tim Hopkins

Production Company: Partners Film
Director: Michael Downing
Producers: Gigi Realini, Jill Godbold & Shannon Barnes
Director of Photography: Barry Parrell

Video Post Production & Editing: Zulubot
Editor: Jay Baker
Compositor & Online: Eric Perrella, Sebastian Boros @ Alter Ego
Special Effects: Eric Perrella, Sebastian Boros @ Alter Ego
Animation: Ian Flaig @ Alter Ego
Colourist & Transfer: Clinton Homuth, assisted by James Graham @ Alter Ego
Colour, VFX & Animation Producer: Julie Neff @ Alter Ego

Audio Post Production & Music: Eggplant Music & Sound
Audio Director: Rocco Gagliese
Producer: Nicola Treadgold
Engineer: Nathan Handy
Photographer: Shereen Mroueh

Media Agency: OMD
PR Agency: Nelson Connects
Client HomeEquity Bank
Client Management: Yvonne Ziomecki, Vivianne Gauci, Joe Heale, Niary Toodakian & Carly Whittamore