AUCKLAND, Today: Augusto has created the first brand campaign for retirement home provider Arvida. Utilising a mix of playful humour and quirky visual effects, the campaign plays with the perception of ageing by showing older people as the age they see themselves.
Augusto commercial director Amy Dufty said: “With 35 retirement communities around Aotearoa, Arvida offers a range of living options to meet individual needs for New Zealand’s over 65s.
“Augusto’s light-hearted and emotive campaign brings to life Arvida’s new brand expression ‘Live the age you feel’.
“It was important for us to help set Arvida apart from their competitors – because their philosophy truly is different.
“For Arvida’s first ever brand campaign, we’ve produced something heartfelt and playful. We’ve had fun with the perception of age by showing older people as the age they see themselves – in line with how Arvida views its residents too.”
“This campaign subtly challenges a sub-culture of agism in New Zealand.”
Arvida head of brand & marketing Kylie Gibson said: “We knew that Augusto immediately understood our mission to change the way the world treats our older generations.
“Augusto have created our first brand campaign that showcases people and community is at the heart of Arvida, and our residents lead active and fulfilling lives.
“They’ve brought to life that special feeling you get when you’re in any one of our communities.
“I also love that the campaign subtly challenges a sub-culture of agism in NZ, that everyone should be seen and appreciated for who they are and not the age they are – which is what Arvida is all about.”
Augusto ECD Adam Thompson said: “We wanted to bring this universally relatable idea to life in a fun and unexpected way and appeal to this older generation that do not necessarily feel or act ‘old’ and certainly do not want to be treated as old either.”
Shot in Christchurch in late 2021, this integrated campaign has launched nationwide across digital, cinema, TV, radio and OOH.
CREDITS
Client: Arvida
Head of Brand & Marketing, Arvida: Kylie Gibson
Agency/Production Company: Augusto
Executive Creative Director: Adam Thompson
Creatives: Ben Carroll, Mitchell Crowe, Marisa Schmidt
Commercial Director: Amy Dufty
Senior Account Manager: Ivana Mihaljevich
Director: James Anderson
Head of Production: Simone Gould
Producer: Nikhil Madhan
Production Coordinator: Lucy Caccioppoli
DOP: Clayton Carpinter
Editors: James Anderson, Connor Farrell
Post Production Manager: Zoe Jones
Motion: Mathew Alexander
VFX: Leon Senf
Grade: Mikee Carpinter
Photographer: Mara Somnar
Head of Design: James Davison
Designer: Nina Vasiljevic
About Augusto
Augusto is a multidisciplinary creative agency/producer of content, making everything from feature films and docos, to TV shows, ads and online content. Founded in 2008.
About Arvida
Arvida builds, owns and operates 35 retirement communities nationwide. Arvida is listed on NZX and is one of NZ’s larger aged care providers.
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