Bupa Aged Care brings generations together in new ‘Q&Age’ series via Hardhat


Age is no barrier to great conversations and connections in Bupa Aged Care’s new content series, ‘Q&Age’. Conceived and produced by independent creative agency Hardhat, the series sees Bupa Aged Care residents sitting down with some inquisitive little ones to answer their big questions about love, secrets and technology.


Says Glenn Dalton, executive creative director at Hardhat: “Our seniors have a lot of stories to tell and our kids have a lot of questions to ask. Put them together in the same room and it didn’t take long for those conversations to become connections. Hardhat was proud to work with Bupa on this important project that we hope encourages Australians of all ages to check in and connect with our older ones.”

Says Alia Rayan – brand manager at Bupa: “Q&Age has brought so much energy and positivity to our residents, not to mention some well-deserved time in the spotlight! Older Australians have fascinating stories to tell and there’s so much we can learn from each other – all you have to do is ask.”

The Q&Age campaign rolls out on Bupa’s socials and website on 1 September.

Client: Bupa Aged Care
Brand Manager: Alia Rayan

Creative Agency: Hardhat
Executive Creative Director: Glenn Dalton
Managing Director: Justin Kabbani
Senior Art Director: Isha Brown
Copywriter: Molly Robertson
Senior Account Director: Victoria Beranger
Account Executive: Mariah Lantouris
Head of Production: Char Wren
Director: Danny Braunstein
DOP: Daniel Kopel
Photographer: Kim Landy