AUCKLAND, Today: Arvida is shaking up advertising with its new TVC and brand platform, Life Your Way, crafted with Thinkerbell Aotearoa. They celebrate Arvida’s mission to foster communities where people thrive.
With 35 diverse communities, Arvida empowers older adults to live purposefully, giving them the freedom to shape their own lives. Residents are encouraged to pursue new projects, hobbies, and adventures.
Thinkerbell Aotearoa won Arvida over with insights that captured their unique essence and brand storytelling flair. Their creative partnership has refreshed Arvida’s brand presence with Thinkerbell’s signature touch.
Kylie Gibson, General Manager of Brand and Marketing for Arvida, says, “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.”
Arvida’s mission to transform the ageing experience in New Zealand is evident in their 35 unique retirement communities. They offer a range of lifestyle options for independent and assisted living for those over 65.
“Partnering with Thinkerbell Aotearoa has represented an exciting opportunity for us to evolve our brand even further.” – Kylie Gibson
Regan Grafton, Chief Creative Tinker at Thinkerbell Aotearoa, says, “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.”
The new brand platform is now live across television, radio, press, cinema, digital, and social media. Filmed at Arvida Knightsbridge community in Windsor Park, Auckland, it stars Sir Ian Mune, who found the project a pleasure to work on.
“It’s really character-driven and it creates emotional energy. Thank you for letting me in on this project, a real high five to Arvida,” said Mune.
CREDITS
Arvida
GM Brand & Marketing: Kylie Gibson
Arvida Marketing Team: Kylie Lindsay, Kylie Barratt-Boyes, Robbie Walker, Mike Saxon
Arvida Knightsbridge Village Manager: Carol Andrews
Main Cast
Sir Ian Mune, Lesley Locke, Barry Down, Claire Camacho, Lynn Waldegrave
Agency: Thinkerbell
Tinkers: Regan Grafton, Lizzie Baird, Sophie Campbell
Thinkers: Amy Frengley, Andrew Graham
Production: Good Oil
Director: Dylan Pharazyn
DOP: Adam Luxton
MD: George Mackenzie
EP: Andrew McLean
Producer: Anna Stuart
Photography: Reload Pictures
Media: Together
Managing Partner: Rufus Chuter
Planning Director: Beccy Meares
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