We knew there were boundaries that needed to be pushed to make the creative impact required for such an important campaign launch. That meant leaning heavily into the personalities of potential residents and showcasing what they wanted out of retirement living.

The meaning of Arcadia is “a place of simple pleasures” and this provided our creative theme for the launch campaign. We represented authentic lifestyle scenarios available at Arcadia, including private cinema nights, tai chi classes, coffee at the local café, snooker games and catch ups in the resident’s bar.

Our major creative objective was to instil real personality and joy into the marketing. The “Simple Pleasures” provided a successful platform for this as we explored the personal quirks of everyday Australian retirees and their dreams. Aside from a focus on the individuality of retirees and their lifestyles, we put a strong emphasis on community and connection. Retirees naturally want to be around like-minded people and our communications needed to reflect the “tribal” nature that Arcadia could afford them.

The creative deliverables included 2 x 30 second and 4 x 15 second video executions for online and television. We also produced a radio campaign, featuring one of Australia’s most renowned actors and voice over talents.