Metlifecare reimagines retirement living in new brand platform and campaign via DDB NZ

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This week DDB Aotearoa and Metlifecare have launched the retirement village provider’s new brand platform, reimagining retirement living and entering into the world of illustration and animation.


The new campaign, launched with a 45” TVC, introduces the brand platform ‘A place to be you’ which celebrates all the different personalities that call a Metlifecare village home.

Well known locally for its individual villages, Metlifecare is working with DDB Aotearoa to continue elevating its masterbrand and increasing consideration of retirement village living as an attractive lifestyle for retirees, by highlighting the uniqueness of Metlifecare villages.

With 25 Metlifecare villages across the North Island, the differences in each village has made them stand out on their own. The TVC illustrates Metlifecare’s ability to find a perfect village fit for residents, no matter their pursuits, passions or preferences.

Challenging stereotypes of age and retirement the illustrations draw on real-life Metlifecare residents for inspiration. From socialites to homebodies, nature lovers, sport lovers and TV lovers to those artistically inclined, the campaign uses animation to show the variety of personalities and the many opportunities that come with Metlifecare retirement village living.

Says Gary Steele, executive creative director, DDB Aotearoa: “The client challenged us to stand out from the plethora of adverts aimed at retirees and create something that would capture attention, separate them from their competitors and create a connection with their audience.

“We’ve moved into an exciting illustrative and animated platform that celebrates what it means to be a Metlifecare resident in a new way and allows our audience the freedom to view themselves in the video. We’re looking forward to the versatility of a platform that is as unique as the residents who inspired it.”

Says Julie Garlick, general manager marketing, Metlifecare: “Our villages are full of personality, colour and character. After testing the market, we knew that our audience were looking for something they could envision themselves being a part of. We’ve managed to really bring that to life and celebrate the individuality of not only our residents but the uniqueness of our villages too. We tested the platform with a focus group of residents, and it was very well received. This platform captures the message that whoever you are and whatever you love to do, at Metlifecare there is a village that is right for you.”

The campaign launched with the 45” TVC and continues to roll out this week across social, web, and print, and OnDemand.

To view the Metlifecare website here.

Julie Garlick, General Manager Marketing, Metlifecare
Kate Drury – Marketing Projects Manager

Agency: DDB New Zealand
AU/NZ Regional CCO: Damon Stapleton
Executive Creative Director: Gary Steele
Senior Copywriter: Courtney Dow
Senior Creative: Rob Flynn
Account Service: Kate Lines, Haylee Killip, Bambi Villacruz