The largest retirement village operator in Australia has released a new multi-channel campaign via Publicis Worldwide Australia that presents a rich and positive life journey.
The ad follows the story of a woman born in the 1950s as she experiences life’s major milestones alongside her community – from starting school and attending her first dance to getting married, having a child and socialising with workmates.
The woman is supported at all stages of her life by those within her circle. Reflecting on this as she reaches later life, she decides to find a community again by moving to an Aveo retirement village with her husband.
The theme is ‘together’, and concludes with the proposition that life is lived with the support and company of others.
“Over the past three years we have been on a transformation journey which has included re-energising our brand. This campaign brings to life our authentic voice and repositions retirement villages from being an unknown and feared option to a natural continuation of a vibrant and connected life. The campaign reflects where we are as a business today in our journey to become the most trusted brand in retirement living. We have enjoyed working on this campaign collaboratively with Publicis,” said head of marketing at Aveo, Bridgid Allsopp.
Ryan Petie, executive creative director for Publicis Worldwide Australia, said retirement living should be a continuation of what people have always loved about their life.
"So, rather than just showing the typical montage of real estate shots with retirees playing tennis and clinking champagne glasses, we’ve told a life story modelled on my own
mum and shown that Aveo is a perfect continuation of the life you’ve always lived,” he said.
According to the Retirement Living Council, the average age of a person entering a retirement village is 75 and that of a retirement village resident is 81.
