Ryman Healthcare, VMLY&R and Flying Fish team up to find ‘The measure of a full life’

Ryman Healthcare’s latest trans-Tasman campaign ‘The measure of a full life’ celebrates the beauty and joy of life at every stage, pushing back against misconceptions that quality of life declines with age. 

To create the campaign with Ryman, VMLY&R and Flying Fish spent days with real Ryman residents in their 70s, 80s and 90s, capturing their rich and vibrant lives in moments inside and out of their retirement villages.  

Asking the question: “What is the measure of a full life?” the 45 second launch film features Ryman residents from across New Zealand and Australia. 

“At Ryman, we truly believe that life should get richer with age, which is why we put great care into creating communities that enable people to live the most spirited and meaningful lives possible,” says Ryman Healthcare Chief Sales and Marketing Officer, Marsha Cadman. “We know that life can be lived full and richly, with a sense of joy and purpose at any age – 65 or 100, it doesn’t matter – and our amazing Ryman residents demonstrate that every day.”

Kim Pick, VMLY&R New Zealand ECD says the Ryman residents were very generous in sharing their lives and stories with the team.

“[I]t was inspiring meeting so many people who are living such rich, dynamic lives, full of joie de vivre, whether they are out there pursuing their chosen sports, volunteering or having adventures, or whether they are no longer mobile, and living in assisted or dementia care. We met many suprising people who really challenged what we believe about life at 97, life with dementia, and life in retirement villages generally. There were a lot of laughs, and a few tears, along the way.

“Ryman continues to want to push further and pave the way in retirement living and care. And following on from our award-winning Ryman Pioneers campaign that challenged how ‘seniors’ are depicted, we hope this campaign helps continue to create a better understanding of this retirement generation, and what it means to age and live a full life.”

See 45 second commercial here:

Credits: 

Client: Ryman Healthcare

Agency: VMLY&R New Zealand

Production Company: Flying Fish

Director: Matt Bieler

Post Production: Mandy VFX

Sound: Liquid Studios 

Photographer: Steven Boniface

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