The Visuals

Utilizing scenarios where a range of elderly women are in their natural element. The visuals represented are a bright and vibrant outlook. The typography treated are one of free flowing nature, which reflects the nature of the key visuals.

The key visuals are adapted to three key visuals, each representing different aspects of an elderly woman's life, all representing a joyful, stress-free life of their own.

Brand Film

As part of the campaign and an extension of the key visual, with the core messaging of Being Hip Smart still intact, this brand film focuses on the story of a single elderly woman going about her day, where she is preparing for a surprise birthday party for her granddaughter. We follow her journey where she is one of joyful nature, singing, baking, with subtle focus on using and moving her hips freely. It showcases how an elderly woman who had suffered from a hip fracture can live life as normal, not letting it restrict her or define what she can or cannot do.