The retirement industry was booming as more and more retirees opted for village life. But with new villages constantly under construction and a significant increase in advertising spend from their largest competitors, Bupa needed a clear positioning to cut through the clutter.

Where others were more flamboyant in their depiction of their residents, we wanted to keep it real. Using nostalgia, charm and wry sense of humour, Bupa residents were shown to have a strong sense of self and high level of satisfaction living at Bupa.

Our wry tone of voice translated to billboard and brochure headlines following established Bupa brand guidelines.

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