AUCKLAND, Monday: The new Oceania retirement living campaign from YoungShand and Honeymoon’s Louis Sutherland follows the emotional journey of a couple moving from their family home into an Oceania retirement residence, to the sound of Leonard Cohen’s Hey, That’s No Way to Say Goodbye.
Oceania marketing/comms GM Sandra Daniel said: “Last year’s The Duet showed our innovation in aged care living with Couples Care Suites.
“This time, we’re highlighting the true Oceania retirement living experience through a story filled with heart, humanity, and warmth.
“We’re reimagining retirement living by designing boutique residences that help people stay connected to family, friends, and the communities. There’s a lot of emotional complexity in these moves, and our new work reflects that beautifully.”
YoungShand ECD Corey Chalmers said: “Retirement isn’t just about starting a new life, moving into a massive apartment/hospital block never to be seen again, or making new pals and going sky-diving
“Leonard Cohen’s song adds just that extra feel, and is one we know resonates deeply with the target audience.”
“It’s about carrying on as you were, in the life you’ve happily built, with the people you actually love.
“We liked the symbol of the family dinner table as the centrepiece of a continued life from old home to new. Leonard Cohen’s song adds just that extra feel, and is one we know resonates deeply with the target audience”.
YoungShand GM Says Emma Dalton said: “Our research showed the inherent fears of moving into retirement living and those fears were often felt by the whole family.
“It was important we addressed that honestly, which is really refreshing for the category. The team at Oceania are as passionate as our team about connecting authentically, which shows in the body of work we have created together over the past three years.”
The campaign launched on Sunday (3September) across TV, video on demand/online video, outdoor and digital.
CREDITS
Client: Oceania
GM Marketing and Communications: Sandra Daniel
Brand Marketing Manager: Heike Middleton
Agency: YoungShand
Executive Creative Director: Corey Chalmers
Creative Director: Scott Maddox
General Manager: Emma Dalton
Head of Production: Esther Watkins
Senior Brand Planner: Marie-Claire Manson
Group Account Director: Patrick Hancock
Account Director: Anna Christie
Film Partner: Honeymoon
Director: Louis Sutherland
Producer: Breigh Sutherland
DOP: Gin Loane
Music Licensing: Jonathan Mihaljevich @ Franklin Road
Sound Editing: Liquid Studios
Post Production: Creature Post
Photography: Troy Goodall @ Match
Media Agency: Hearts & Science
About YoungShand
YoungShand is an integrated agency that creates bold, connected ideas for ambitious challenger brands. We are digitally born, strategically driven, and creatively led.
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