Aged care provider Bethanie celebrates lives well lived in new campaign via The Brand Agency

The Brand Agency has launched a new campaign for Bethanie, Western Australia’s most recognised not for profit aged care and retirement village provider.

The campaign encourages Western Australians to never stop chasing dreams, and importantly, to never stop making memories. Running across TV, radio, press and outdoor, the campaign shines a light on the fact that there’s a life to live with Bethanie, and draws on true stories of Bethanie customers, who have taken up new passions or fulfilled life long dreams in their later years, with the support of Bethanie. 

The TVC tells the story of a man who has taken up the Piano at the age of 74. The spot heroes each wrinkle line as a memory recorded, and encourages us to continue making more.

The supporting campaign material shares other unique tales drawing inspiration from within the Bethanie community.

“Our wrinkles are a mark of a life well lived. We should never fear them, but chase them, and be proud to make more of them,” said The Brand Agency Creative Director, Steve Straw.

Carol Draper, Bethanie General Manager – Marketing and Brand commented “At Bethanie, we believe no one should have to compromise who they are just because they are getting older. We see a future when more of us will be old and we aim to make that time better. This campaign reflects this approach to positive ageing.”

Credits

Client: Rohan Taylor, Carol Draper and Narelle Thompson

Creative Director:  Steve Straw 

Art Director: David Donald

Copywriter: Steve Straw and Ed James

Agency Producer: Philippa Groom

Strategy: Hannah Muirhead 

Account Management: Andrea Jones and Renka Egerton-Waburton

Media: Mel Harrison 

Production Company: Open Spaces 

Producer: Beatrice Masia

Director: Matt Pitcher 

Photography: Illustrations

Composition and sound: Brainestorm and SoundByte 

Post Production: Sandbox and First Light