Client: AARP
Language: Chinese (Cantonese/Mandarin), English
Region: National
Media: TV, Digital, Prints
Role: Concept Development; Art Direction
Stereotypically, people expected lives over 50 will be very plain, boring and slowing down, but in reality it doesn’t have to be. Our way of living can be different and we have more control over it as long as we choose to be, that’s where this campaign’s idea come from, My Choices.
With this campaign, we are using the negative and passive statements that matured Asian audience usually say to justify why they are not being active, and pair them with activities depict their words with a twist, “I am going downhill”… skiing, “I am just taking it slow”… dancing, “I am trying to spend wisely”… vacationing with family, “I will just sit around”… doing yoga by the lake, etc. To remind the audience, 50+ lives can be joyful, if they choose to, the wealth resources of AARP can help them live a proactive life and realize their possibilities.
