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Oceania Healthcare: Believe in Better - Patricia
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There is an invisible line in our society. One day you step over it, and you're deemed "old". This badge can leave our elders feeling isolated.
As a result, the retirement and aged care sector has missed out on the kind of transformational change that other sectors have benefitted from. And the sector’s communications reinforce this idea, portraying the audience in a way that leaves them feeling more patronised than comforted. Oceania's ambition is to reimagine retirement living and aged care for the better through their human-centred approach. So, to launch this to market, we developed a bold new brand platform - Believe in Better - inspired by a proud Kiwi tradition. But our challenge was two-fold – create a brand platform that framed Oceania's ambition to transform the category and a launch campaign that championed the audience authentically and respectfully. We tapped into something elemental to New Zealanders to launch – our human need to strive for better. Kiwis are always looking for ways to improve the world around them and are renowned for challenging the status quo, asking 'why not' and front-footing changes that have made New Zealand and the world a better place. And the residents from Oceania are no different.
Production company: Finch Related |
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