Arcare Aged Care launches new brand campaign ‘Threads’ via Bundy Agency, Melbourne

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Arcare Aged Care recently entrusted Bundy Agency to develop a new campaign that would appeal to new staff, as well as elders and family members in search of quality aged care.


The result is ‘Threads’ — a new TVC that breaks away from traditional aged care spots with a whimsical story that demonstrates that it takes a group of great aged care staff to look after the needs of each elderly resident.

Directed by Olivia Altavilla of Eric, Tom and Bruce, the spot was turned around in two weeks and features a mix of professional talent and Arcare staff.

Altavilla says the emotion of the script is what drew her to direct the spot.

A key, yet silent character in the spot is the high-end interior design at Arcare Balnarring.

Arcare has grown to be one of the largest aged care providers in Australia with 50+ category-leading aged care residences that feature movie cinemas, cafés, private dining and a range of suites all with their own ensuite. Arcare’s dedicated staff and award-winning care model enhance life for residents and reduce stress for families.

‘Threads’ is currently on air during the Australian Open and beyond, and is supported by a large-scale media campaign.

Client: Arcare Aged Care
Head of Marketing: Katrina Rigby

Agency: Bundy Agency
Creative Director: Scott Bundy
Art Director / Copywriter: Felix Barnett
Copywriter: Trinity Ross

Production Company: Eric, Tom and Bruce
Executive Producer: Victoria Conners
Director: Olivia Altavilla
Senior Producer: Lauren Burgueno
DOP: Brendan Cherry
1ST AD: Samantha Haines
1ST AC: Harry Huggins
Steadicam Operator: Sam Bennett
Gaffer: Christiaan Abernethy
LX Assistant: Jack Donald McDowell
Art Department/Wardrobe: Sam Gan
Art Assistant: Gigi Harbridge
HMA: Nisal Atapattu
Runner: Isabel Savenake
Runner: Ben Caruso
Offline Editor: Raechel Harding
Online Editor: Jack Ralph
Colourist: Daniel Witt / Moodlab
Photographer: Mark Munro

Media agency: Media Republic