Redefining the way Australians see the next chapter of their lives.
A Way to Live, a new brand platform for ASX-listed company Lifestyle Communities, has been unveiled via creative agency By All Means and media agency Half Dome.
The platform, redefining the way Australians over 50s see the next chapter of their lives, is the result of a strategic process led by By All Means.
“Way to Live highlights the power of belonging in a way that avoids the tropes and cliches of the category," said By All Means creative partner Toby Cummings.
"It was an absolute pleasure to collaborate with the brilliant team at Lifestyle in bringing this vision to life, and the joy of it is plain to see in the work.”
At the heart of the launch is a fully integrated campaign spanning film, radio, print, social, digital, and web.
The launch film is underscored by Joe Cocker’s iconic anthem Up Where We Belong, a nostalgic hit that resonates deeply with the Lifestyle Communities over 50s audience, capturing the spirit of their past, as well as their optimism for the future.
Lifestyle Communities executive general manager - marketing, David Jennings, said Way to Live reflects the belief that downsizing isn’t about less - it’s about more.
"A way to stay active. A way to connect, feel safe, share experiences. It’s a way to free up cash and enjoy life right now," Jennings said.
CREDITS
Client - Lifestyle Communities
Executive General Manager - Marketing: David Jennings
Head of Digital Marketing: Jess Hart
Group Marketing Manager: Meagan Nixon
Creative Agency - By All Means
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Managing Partner: Mat Cummings
Managing Partner: Georgie Pownall
Copywriter: Liam Ratliff
Art Director: Grace Hurley
Media Agency - Half Dome
Will Harms: Head of Clients
Adrian Cosstick: Head of Strategy
Rawanne Auda: Client Partner
Madeleine McConnachie: Client Solutions Director
Floriana Deleo: Senior Client Solutions Manager
Stephanie De Vos: Associate Investment Director
Brooke Kendrick: Senior Investment Executive
Holly Elstoft: Investment Manager
Production Company - MOFA
Director: Hayden Sommerville
Executive Producer: Llew Griffiths
Producer: Megan Ayers
Producer: Nikolas Aulich
DoP: Alex Serafini
Casting - Studio P
Casting Director: Pete Dermatis
Casting Director: Lauren Mass
Edit / Post Production - ARC
Executive Producer - Winnie O’Neil
Offline Editor - Lawrence Van Camp
Grader - Trish Cahill
Online - Chris Betteridge
Audio Production - Bang Bang
Sound Designers - Tristan Dewey, Justin Bodanac
Sound Producer - Polly McGregor
Music Licensing- Music Mill
Song: Jennifer Warnes and Joe Cocker ‘Up Where We Belong’
Music Supervision and Song Licensing: Music Mill
Photography - Tomboy
Creative Producer - Sam Lee
Photographer - Neil Bailey
Retoucher - Dave Mercer
