Oceania retirement living celebrates continuing the life you love in ‘The Table’ via YoungShand
Oceania retirement living has launched a new campaign from YoungShand and Honeymoon’s Louis Sutherland, that follows the emotional journey of a couple moving from their family home into an Oceania retirement residence, to the classic sound of Leonard Cohen’s “Hey, That’s No Way to Say Goodbye.”
Says Sandra Daniel, GM marketing and communications, Oceania: “Last year’s “The Duet” showed our innovation in aged care living with Couples Care Suites. This time, we’re highlighting the true Oceania retirement living experience through a story filled with heart, humanity, and warmth. We’re reimagining retirement living by designing boutique residences that help people stay connected to family, friends, and the communities. There’s a lot of emotional complexity in these moves, and our new work reflects that beautifully.”
Says Corey Chalmers, executive creative director, YoungShand: “Retirement isn’t just about starting a new life, moving into a massive apartment/hospital block never to be seen again, or making new pals and going sky-diving. It’s about carrying on as you were, in the life you’ve happily built, with the people you actually love. We liked the symbol of the family dinner table as the centrepiece of a continued life from old home to new. Leonard Cohen’s song adds just that extra feel, and is one we know resonates deeply with the target audience.”
Says Emma Dalton, general manager, YoungShand: “Our research showed the inherent fears of moving into retirement living and those fears were often felt by the whole family. It was important we addressed that honestly, which is really refreshing for the category. The team at Oceania are as passionate as our team about connecting authentically, which shows in the body of work we have created together over the past three years.”
The campaign launched on September 3rd across TV, video on demand/online video, outdoor and digital.
Client: Oceania
GM Marketing and Communications: Sandra Daniel
Brand Marketing Manager: Heike Middleton
Agency: YoungShand
Executive Creative Director: Corey Chalmers
Creative Director: Scott Maddox
General Manager: Emma Dalton
Head of Production: Esther Watkins
Senior Brand Planner: Marie-Claire Manson
Group Account Director: Patrick Hancock
Account Director: Anna Christie
Film Partner: Honeymoon
Director: Louis Sutherland
Producer: Breigh Sutherland
DOP: Gin Loane
Music Licensing: Jonathan Mihaljevich @ Franklin Road
Sound Editing: Liquid Studios
Post Production: Creature Post
Photography: Troy Goodall @ Match
Media Agency: Hearts & Science
5 Comments
Insightful, nicely shot and a lovely track. Good work.
I like the series recognising life’s continuity in retirement, rather than promising a new lease of life. More true in my experience.
10 points for the track alone! Beautifully shot. Noice.
Lovely story. Beautifully shot. Great track.
Lovely lighting and photography – with warm family feel