Arvida celebrates empowerment with the launch of ‘Life Your Way’ campaign via Thinkerbell
Arvida is challenging advertising tropes in its new TVC and brand platform, ‘Life Your Way’ with Thinkerbell Aotearoa.
The fresh positioning celebrates Arvida’s mission to create communities that give people the freedom to thrive.
With 35 communities, each with their own unique characteristics, Arvida helps older people to live purposefully by giving them more agency to shape their lives. With the support of Arvida, residents can take control and come up with ideas and initiatives that enable them to embark on new projects, hobbies and adventures.
After an extensive search for the right fit, Thinkerbell Aotearoa impressed Arvida with insight that captured what is genuinely unique about Arvida, as well as their unique flair for brand storytelling. Through their new creative partnership, they’ve put together a fresh new platform that enhances Arvida’s brand presence even further and sprinkles a dash of Thinkerbell’s signature magic into the retirement and aged care sector.
Says Kylie Gibson, general manager of brand and marketing for Arvida: “Partnering with Thinkerbell Aotearoa has represented an exciting opportunity for us to evolve our brand even further. It’s been a refreshing creative adventure together that has resulted in something joyful and original – just like Arvida.”
With an innovative mission to improve the lives of New Zealanders by transforming the ageing experience, Arvida has 35 unique retirement communities throughout the country that offer independent and assisted living with a range of lifestyle options for older people over-65 years.
Says Regan Grafton, chief creative tinker at Thinkerbell Aotearoa: “When we explored the retirement sector, we saw a lot of the same old clichés – such as residents relaxing and sipping tea. But just like my parents, this audience is active, fun-loving, and independent. That’s exactly how Arvida treats them, by empowering residents to live their lives their own way. This audience also has a great sense of what makes a great ad, so Arvida set out to deliver just that.”
The new brand platform is now live and will be seen across television, radio, press, cinema, digital and social media.
Filmed at Arvida Knightsbridge community in Windsor Park, Auckland, the brand platform stars renowned New Zealand character actor, director, and screenwriter, Sir Ian Mune in the lead role. Sir Ian says the project was a pleasure to work on.
Adds Mune: “It’s really character driven and it creates emotional energy. Thank you for letting me in on this project, a real high five to Arvida.”
Arvida
GM Brand & Marketing: Kylie Gibson
Arvida Marketing Team: Kylie Lindsay, Kylie Barratt-Boyes, Robbie Walker, Mike Saxon Arvida Knightsbridge
Village Manager: Carol Andrews
Main Cast
Sir Ian Mune, Lesley Locke, Barry Down, Claire Camacho, Lynn Waldegrave
Agency: Thinkerbell
Tinkers: Regan Grafton, Lizzie Baird, Sophie Campbell
Thinkers: Amy Frengley, Andrew Graham, Vanya Piacun
Production: Good Oil
Director: Dylan Pharazyn
DOP: Adam Luxton
MD: George Mackenzie EP: Andrew McLean
Producer: Anna Stuart
Photography: Reload Pictures
Media: Together
Managing Partner: Rufus Chuter
Planning Director: Beccy Meares
Music Supervision: Music Mill
Audio: Liquid Studios – Craig Matuschka – Senior Sound Designer
9 Comments
that’s all.
Heartwarming, love it.
I’m 473 years old, and it’s delightful to see these young people enjoying life their way.
Challenging tropes? Ok lol
But…but…it’s just like all the other retirement home ads – old people not acting their age.
It’s a cliche as all the others trying not to be. Oceania seems to have hit some truths, but this is cringe.
Content production is extremely poor currently. That TAB ad that looks like the Sky TV ad is awful. Special must be embarrassed.
Given how little thought went into it, they could have put some of the left over time on the art direction.
Glad we’re seeing dogs of all shapes, sizes and abilities make ads these days