Retirement village company Oceania is celebrating the freedom of retirement living in a new campaign via Pitchblack Partners.
The campaign, ‘Feel free’ follows a retiree “Morrie” as he strolls through an Oceania village, enjoying the freedom that comes with having fewer household chores and more time to spend as he chooses. He lives life on his own terms, dawdling with ducks, playing bowls, sipping coffee and floating in a pool he never has to clean.
Oceania GM marketing Heike Middleton says, “’Feel free’ is an invitation to imagine what retirement could feel like. It celebrates the freedom that comes from spending less time maintaining a home and more time doing the things you love – whether that’s having your coffee made just how you like it, sharing a laugh with friends (or the resident ducks), spending time with family, or simply enjoying each day with greater ease. We wanted to move beyond simply showing people what retirement living looks like and instead bring to life how retirement at Oceania could feel. Pitchblack have captured that feeling beautifully through Morrie and the world around him.”
Where your charms are appreciated
Pitchblack creative director Kate Lill says, “You spend a lifetime becoming who you are. Freedom is living somewhere you get to be that person – where your charms are appreciated by neighbours, Oceania staff and resident ducks alike.”
Pitchblack Partners general manager Emma Dalton adds: “Freedom is what you work hard to achieve in retirement, it’s the real reward. Choosing the lifestyle on offer at Oceania is a gift of time and energy to throw into the things that make you feel good. That’s what the campaign sets out to celebrate.”
The campaign via Pitchblack Partners, Jetblack Production and Hearts & Science launched on the 16th of August across TV, VOD, OOH and digital.
Credits:
Oceania:
- Heike Middleton – GM marketing
- Fiona Cameron – Chief sales & marketing officer
- Tim Brown – Senior brand & marketing manager
Agency partners:
- Creative agency – Pitchblack Partners
- Media agency – Hearts & Science
- Production company – Jetblack Productions
Director – Ryan Heron
Producers – Nigel Sutton & Pippa Keiller - Sound – Franklin Rd
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