Oceania launches aged care campaign with a fresh perspective via Pitchblack Partners


Oceania has launched a new campaign via Pitchblack Partners, the first from Oceania’s new partnership with Pitchblack Partners and sister production company Jetblack.


Arranging aged care for a parent is highly emotional, the journey starts when the family realises their parent is no longer able to live independently. This is an enormously confronting moment for the parent. At the same time their adult children, whilst processing this, have the new challenge of being responsible for a family member who for most of their lives has been their rock. Now the adult children become the rock whilst desperately wishing it was still the other way round.

Says Josh Moore, principal partner, Pitchblack: “The adult child’s perspective whilst managing the parent’s move to aged care is a story that’s largely untold, and one that Oceania understands too well. With the help of Bill Withers “Lean on me” narrating this honest interpretation of the journey many of us face, we hope to relieve some of the guilt felt whilst navigating the best care decisions for loved ones. Care that only a professional can deliver.”

Says Emma Dalton, general manager, Pitchblack Partners: “We’re having children later, our parents are living longer and we’re working longer hours. This crunch means we’re often unable to accommodate parents in our own home when they need more support. We hope this story removes some of the taboo around asking for help and encourages more conversations around aged care so we can continue to focus on spending precious, quality time together.”

Says Sandra Daniel, GM marketing and communications, Oceania: “We’ve never shied away from being authentic in our advertising and we know aging is hard for the whole family, but love makes it easier. Our personalized approach to care supports our wonderful residents and enables the family to focus on enjoying their precious time together.”

The campaign has launched across TV, VOD, cinema, radio and digital.

GM Marketing and Communications, Oceania: Sandra Daniel
Senior Brand Marketing Manager, Oceania: Heike Middleton
Agency: Pitchblack Partners
Production Company: Jetblack Productions
Director: Ryan Heron
DOP:  Chris Watkins
Art Department: Tom Holden
Producers: Sacha Moore & Pippa Keiller
Editor: Andy Deere
Online & VFX: Leon Senf
Grade: Marc McCarthy
Sound: Liquid Studios
Music Licensing: Music Mill
Media Agency: Hearts & Science