Baby Boomers living a life defined by freedom, confidence and fulfilment.
Levande’s continues its commitment to Baby Boomers living a life defined by freedom, confidence and fulfilment in a campaign via 303.
"Since launching Girls Trip, we've seen strong traction in “Levande Does That” and our hero characters Sarah and Grace and our gardener, Levande, who have become some of our most recognisable and valuable brand assets," said Levande chief sales and marketing officer, Nik Scotcher.
"With this next iteration, we're deliberately doubling down. We know that continued growth comes from mental availability.
“We want to be the first provider people think of when they begin considering retirement living.
“Levande Does That” makes the abstract tangible by turning it into simple, relatable proof points people can see, feel and recognise. We know that’s critical in a complex, emotional category. Rather than explaining features, we’re showing what life actually looks like."
Rolling out from July 1 across Connected TV, BVOD, online video, social and YouTube, the latest creative includes a new development-focused TVC and six benefit-led video executions.
303 chief creative officer Bart Pawlak said Sarah and Grace had successfully been set up as protagonists who embody the fun of female friendships.
“Teamed with Levande the gardener and the sticky mnemonic "Levande does that", they now personify the brand and its 'no maintenance worries' promise,” Pawlak said.
“Creating engaging, consistent brand assets that audiences develop an ongoing relationship with is core to our approach.
“It’s how we build sticky, effective brands and Levande is no exception. Having introduced Baby Boomers to our pair of emancipated, life-loving girlfriends, as well as the object of their barely concealed desire, all we needed to do is lean into the dynamic of their relationship.
“The spectacular results since launch made this the obvious course of action.”
Credits
Levande
- Nik Scotcher – Chief Sales and Marketing Officer
- Lucy Frizell – Head of Marketing
- Kayla Hiscox – Marketing Manager, Brand & Communications
303
- Joanna Gray – Chief Executive Officer
- Bart Pawlak – Chief Creative Officer
- Jody Elston – Chief Strategy Officer
- Adam Whitehead – Creative Director
- Tiara Lowndes – Copywriter
- Jonathon Bates – Group Head
- Skye Lanser – Head of Production
Production – CITADEL
- Director – Nick Robertson
- Producer – Hamish Roxburgh
- Director of Photography – Pete Eastgate
- Editor – David Cannings
- Colourist – Yannis Kronenbourg
Havas
- Christina Qazi – Client Partner
- Ellishia Maher – Associate Account Director
- Amir Atme – Head of Performance
- Quyen Ly – Performance Director
