To shift perceptions, Thinkerbell launched ‘Life Your Way’, a brand platform that champions individuality and cheeky optimism at any age. Fronted by New Zealand acting legend Sir Ian Mune (and his scene-stealing sausage dog), the campaign rolled through Arvida communities, blending humour, heart and swagger into a cinematic story of living well.
The integrated campaign spanned TV, print, digital, and social, each execution inviting Kiwis to see retirement through a fresher lens.
Says the team at Thinkerbell: “It’s about showing retirement not as an end point, but a launch pad, a place where purpose, curiosity and a well-earned whisky still have a place.”
The campaign delivered a 124% lift in settlements and was one of NZ’s top-performing ads, hitting 4x more heart-warming and 3x more meaningful than TRA benchmarks.