From the time we are born, we are on a journey of aging. There’s only one way to stop it and none of us wants to do that. So, here we are. We get old. Now, Little Hands of Stone has tapped into that area for their “Aging Is Life” campaign for Aegis Living, challenging stereotypes and clichés surrounding senior care.
As ageism takes center stage in national conversations, the campaign seeks to redefine perceptions of aging and foster deeper connections with audiences.
Breaking Away from Stereotypes: In an industry saturated with clichéd imagery of smiling seniors and leisure activities, the “Aging Is Life” campaign injects humanity and empathy into senior living marketing. Matt McCain, Co-Founder of Little Hands of Stone, emphasizes the campaign’s aim to acknowledge the complex realities of aging, moving beyond superficial representations.
The campaign delves into the fears and challenges faced by families navigating the aging process. By interviewing families and understanding their concerns, Little Hands of Stone aims to address the genuine apprehensions surrounding placing aging loved ones in care facilities.
At the heart of the campaign is the simple yet profound concept that aging is an inherent part of life. The main :60 TV spot begins with sparse choir music, a shot of a newborn, and large on-screen typography that simply states: “future old person.”
From there, the spot progresses with an emotional montage of life’s biggest moments: from childhood to teen and graduation, to work, wedding, family, and retirement – all of these pivotal moments are adorned with the same three on-screen words: “future old person.”
As the orchestrated music crescendos and the images speed up, the spot ends simply with the words, “Aging Is Life.” The words then part, almost like a welcoming door opening, revealing the Aegis Living logo. Watch below:
REELated:
For Michael Boychuk, Co-Founder of Little Hands of Stone, the campaign holds personal significance as his father became a resident at Aegis Living following a negative experience elsewhere. His positive interactions with Aegis inspired the creation of the campaign, emphasizing the agency’s commitment to authenticity and empathy in portraying the aging experience.
“There is such a simple honesty in the thought that we’re all just future old people experiencing aging together,” Boychuk says. “Society tends to treat aging as an unfortunate effect of getting old. We label each other as ‘young’ or ‘middle-aged’ or ‘elderly,’ but in reality, we all begin aging the moment we’re born. Getting older is a wild, unstoppable series of joyful, beautiful, painful events that we get the privilege of experiencing for as long as we’re allowed. Any added elements on top of that core truth would only get in the way.”
The “Aging Is Life” campaign challenges society’s perception of aging as a negative consequence of getting old. Instead, it celebrates aging as a journey filled with joy, beauty, and pain, highlighting the privilege of experiencing life’s milestones as part of the aging process.
As the campaign unfolds across various channels, including TV, digital, print, and radio, Aegis Living and Little Hands of Stone aim to spark meaningful conversations about aging and redefine the narrative surrounding senior care.
CREDITS:
BRAND: Aegis Living
AGENCY: Little Hands of Stone, Seattle
- Creative Directors: Michael Boychuk, Matt McCain, Kevin Jones, Patty Orlando
- Copywriters: Kevin Jones, Patty Orlando
- Art Director: Patty Orlando
- Account Management: Brooke Braafladt
- Creative Operations: Tiffany Stone
- Producer: Amy Barriochoa
DESIGN/ANIMATION: Elastic
EDIT: Rock Paper Scissors
FINISHING: a52
MUSIC: The Crystal Creative
- Music Supervisor: Tommy Phelan
- Creative Director: Alex Price
- Composer: Frogi & Kyle Girard
FOOTAGE: Stalkr
RADIO: Hearby Sound
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