Levande Transforms Retirement Living with ‘Everyday Exceptional’ Campaign
Levande has taken a bold leap forward in the realm of retirement living, unveiling an innovative brand platform and identity system aimed at redefining this significant life stage. The new campaign, aptly named ‘Everyday Exceptional’, was crafted by the creative minds at 303 MullenLowe and is supported by strategic insights from consultancy firm Wingmaven.
Celebrating Community and Daily Joys
The initiative aims to showcase the abundant lifestyle opportunities available at Levande’s properties. More than just a place to live, Levande promotes the chance to build meaningful communities and experience daily joys that are often overlooked in traditional portrayals of retirement living.
The integrated campaign is rolling out this week across various channels, including TV, online platforms, social media, and radio. A new website accompanies this launch, introducing the first of three engaging television commercials (TVCs), with two more slated to follow in the coming months.
Bridging Perceptions with Reality
According to Bart Pawlak, Chief Creative Officer at 303 MullenLowe Sydney, the main objective of the ‘Everyday Exceptional’ campaign is to bridge the gap between the often negative stereotypes associated with retirement living and the high satisfaction expressed by current residents.
"As the saying goes, how we spend our days is how we spend our lives," Pawlak elaborated. "Levande’s promise is to elevate every day of retirement, capturing the charming moments that encompass daily contentment while avoiding clichés typically found within the retirement sector."
An Authentic Reflection of Community Life
Levande’s Chief Sales & Marketing Officer, Nik Scotcher, expressed excitement over the campaign, stating, "‘Everyday Exceptional’ encapsulates not only our spirit but serves as a mantra that informs the entire brand experience. It authentically reflects who we are and what our residents experience daily. Grounded in insights, elevated through creativity, this platform is designed to grow with us."
Fostering Happiness in Later Life
The campaign also seeks to reframe retirement as a stage of life focused on adaptation and acceptance. Jody Elston, Chief Strategy Officer at 303 MullenLowe Sydney, emphasized that research shows that for nearly half of Australians over the age of 70, the happiest times of their lives often come after the age of 50.
"We wanted to represent happiness as a daily decision—a choice to be present and to appreciate the little things in life," Elston shared.
Levande, meaning ‘vivid’ or ‘full of life’ in Swedish, embodies this ethos with over 9,000 residents enjoying life across 59 communities.
A Fresh Perspective on Retirement
‘Everyday Exceptional’ is the first initiative executed by 303 MullenLowe for Levande after being selected from a competitive pitch earlier this year. This campaign marks a pivotal moment, not only for Levande but for the broader conversation surrounding retirement living.
Join the Movement
As Levande propels forward into a new era of retirement living, it invites everyone to embrace the exceptional in their everyday lives. This campaign is not merely a marketing endeavor; it signals a transformative approach to aging, encouraging all individuals to thrive in their golden years.
Credits
303 MullenLowe Team
- Joanna Gray – Chief Executive Officer
- Bart Pawlak – Chief Creative Officer
- Jody Elston – Chief Strategy Officer
Levande Retirement Living
- Nik Scotcher – Chief Sales & Marketing Officer
Production and creative talents have come together to craft a captivating narrative that encourages all individuals to reassess what it means to live vibrantly in retirement.
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