BriefThis campaign was design to put the hidden issues faced by many older people in the UK in sharp focus. The campaign sought to break the convenient assumptions many have about older people living happy and full lives, but showing the harsh reality that faces many older people.This was done in two ways. For our launch film we used a rug pull to create a shocking contrast between assumptions and reality, and for our shorter films we focused directly on the issues facing older people.
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Advertiser Age UK
Brand Age UK

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