Levande aims to break stereotypes in first work from 303 Mullenlowe Sydney
Levande is attempting to break stereotypes about retirement living, reframing the next stage of life for people in a new national campaign via recently-appointed creative partner 303 Mullenlowe Sydney.
Called ‘Everyday Exceptional’, the campaign delves into the community and daily contentment on offer at Levande’s retirement homes.
It is underpinned by research from marketing consultancy Wingmaven. It also taps into other recent research from the Gen Seen Report, which found that nearly half of all Australians over the age of 70 said their happiest times came after 50. Levande wanted to showcase that in the work, by creating this new mantra of the ‘Everyday Exceptional’.
It hopes to challenge the cultural fears of ageing and its association with restrictions and “winding down”, according to Jody Elston, chief strategy officer at 303 Mullenlowe Sydney.
“It was important to reframe this next stage of life to be focused on the benefits of adaptation, and an acceptance that there is still good to come,” she said.
“And it’s actually the ordinary experiences that make us happier as we get older and develop a greater appreciation for living in the moment. So, we wanted to represent happiness not as an end-state, but a decision you make every day to be present and appreciate the little things.”
She told Mumbrella that women in particular “come into their own” in their senior years, when they are “finally free” from society’s pressures and caring responsibilities. Women are given a chance to “explore who they really are and embrace the life they’ve always wanted”, Elston said.
“For too long this group has felt invisible and misrepresented – we’re going to work hard to change that.”
It marks the agency’s first campaign for Levande since winning the account earlier this year. 303 Mullenlowe Sydney won a competitive pitch for strategy, creative, brand design, PR, social, and experience.
Levande’s chief sales and marketing officer, Nik Scotcher, said the agency has captured what the brand was after — a big platform idea to grow into.
“‘Everyday Exceptional’ works so well because it’s not just a spirit that is authentically and playfully captured in our ads and brand design, but a mantra that the whole brand experience can build and continue to live up to,” he said in a release on Friday.
“This platform is a true reflection of who we are and what our residents experience daily. It’s grounded in insight, elevated through creativity, and designed to grow with us.”
The campaign is live across TV, online, social, radio, and on Levande’s website.
Two more TVCs, seen below, will go live in the coming months as part of the ongoing platform.
Credits:
303 MullenLowe
Joanna Gray – Chief Executive Officer
Bart Pawlak – Chief Creative Officer
Jody Elston – Chief Strategy Officer
Jonathon Bates – Group Head
Simon Cox – Art Director
Tiara Lowndes – Copywriter
Dean Hamilton – Copywriter
Skye Lanser – Head of Production
Jacqueline Archer – Executive Producer
Matt Morgan – Brand Specialist
Alby Furfaro – Head of Design
Levande Retirement Living
Nik Scotcher: Chief Sales & Marketing Officer
Lucy Frizell: Head of Marketing
Kayla Hiscox: Marketing Manager
Wingmaven
Jenn ten Seldam: Co-Founder and Director
Laura Wilson: Co-Founder and Director
Production Company: Scoundrel
Director: Jamie Lawrence
Executive Producer: Kate Gooden/Adrian Shapiro
Producers: Tessa Simpson/Charlie Taylor
Post House: The Editors
Editor: Grace O’Connell
Colourist: Matt Fezz
Online Artist: Stu Cadzow
Post Producer: Isabella Vitelli
Sound House: MassiveMusic
Sound Designer: Abby Sie
Producer: Alexa Tonkin
Casting Director: Joseph Wijangco
Casting: i4Casting
Photographer: Dick Sweeney
Production: Louis & Co
Producer: Vanessa Levis
Havas Media:
Nell Corbett – Group Business Director
Ashlee Casalini – Account Director
Michelle Lee – Director of Partnerships
Christopher Couper – Senior Activation Specialist
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