Despite the current focus on Millennials as the "change generation," it is the Baby Boomers who originally sparked a revolution, and that fire still burns within them, regardless of how society may depict them in their later years.
And so our approach mimicked the spirit of the Boomers themselves – to be a game changer. To reposition the category – through a nexus between marketing that connects with the Boomer generation and product design that aligns with their lifestyle ambitions rather than a stereotypical model of what they need. Our client Cedar Woods backed in our thinking and supported the creative direction 100%, in a partnership of sharing a vision and backing it the whole way.
The marketing campaign brings to life that savvy stylish person, who never left the room. It creates a connection with the audience. And creates a point of difference in our offering.
The headline “Far from retiring” cleverly identifies our product – communicating what it is by saying what it isn’t.
With retro style back in style and of appeal to younger generations discovering how cool the 60’s were, depicting the Boomers in their youthful heyday struck a chord. It made for impactful advertising, whether on billboards, digital channels or TV.