Retirement campaigns are full of cliches of ‘old people’ with forced smiles, playing bowls and gin rummy. Our research revealed a different reality - Baby Boomers entering retirement age have no intention of quietly disappearing. They intend to live the same way as they’d lived their younger years - as trail blazers who changed the world, jamming as much into each day as they could.  And they will reward the brands who represented them. 

As the innovator in the retirement living sector, Ryman wanted to break the mould and make their advertising as innovative as their product. The Ryman Pioneers campaign was as much a declaration of anti-ageism as it was a platform to position their brand.

Success was immediate with the highest sales spike in Ryman’s history, a 66% increase in website traffic, a growth in pipeline of future leads, and an avalanche of appreciation from residents and public thanking Ryman for depicting the third age as a vital one.

Channels: Broadcast TV, BVOD, digital, social, OOH, print