Ryman encourages Aussies to ‘Live Remarkably’ in newly-launched campaign via M&C Saatchi Group
Every Australian deserves the chance to live their best life and Ryman helps those over 65 do just that at one of their 8 retirement villages in Victoria. Ryman’s new creative campaign by M&C Saatchi Group highlights this commitment encouraging prospective villagers to ‘Live Remarkably’.
Centreing on the retired life we all work hard toward achieving and delivering a sense of memory that is yet to come, the Live Remarkably campaign is about showing that people who choose to live at Ryman have made a remarkable choice, a smart, sophisticated, wise choice, that’s going to allow them to live their most remarkable life.
Says Jade Lindrea-Jones, general manager marketing at Ryman Healthcare: “The third age of your life is not a time when things slow down. You have the time, means and freedom to do new things. We are champions of that third age. Ryman has been in Australia for 10 years building premium retirement living. We are delighted to launch the new ‘Live Remarkably’ brand platform for Ryman to encourage future residents to explore the possibilities.”
Says Emma Robbins, executive creative director at M&C Saatchi: “Live Remarkably is both playful and luxurious. It evokes aspiration and is about making our future and current residents feel special, instead of old.
“This campaign reframes what it means to retire. Changing our mindset of retirement from being an end to being an exciting beginning – and Ryman creating a place for that beginning in life to be remarkable.”
Following a competitive pitch in 2023, Ryman Healthcare appointed M&C Saatchi Group specialist agencies M&C Saatchi Agency, Resolution, Re.Design, M&C Saatchi Sport & Entertainment, Precision and Bohemia to create a bespoke agency model to drive Group brand strategy, creative, PR, events and media connections planning and buying along with measurement and evaluation.
The ‘Live Remarkably’ brand platform is now in the market across multiple channels.
Client: Ryman Healthcare
GM Marketing Australia: Jade Lindrea-Jones
Brand & Campaign Manager: Sarah Maes
Campaign Specialist: Briony Edwards
Senior Comms Advisor: Margot Taylor
Creative Agency: M&C Saatchi
CEO: Michael McEwan
ECD: Emma Robbins
Senior Art Director: Codee MacDonald
Senior Copywriter: Gotham Pillai
Strategy Director: Michael Hyde
Senior Producer: Ros Payne
Integrated Producer: Sydnie Kendall
Group Account Director: Melissa Scott
Senior Account Director: Alexandra Reynoldson
Account Executive: Ronan Horgan
Design Director: Dutchy Baart
Integrated Designer: Kristopher McDuff
Designer: Ilan Galanti
Media Agency: Bohemia
Head of Strategy: Max Broer
Head of Client: Kimberly Stafford
Client Director: Georgia Green
Media Manager: Alana Mazza
Media Executive: Darcy Burke
Director: Tony Rogers
Production Company: Guilty
EP/Producer: Rohan Timlock
Sound Design: Massive Music
Cinematographer: Katie Milwright
Offline edit: Rohan Zerna
Online: Resolution Design
17 Comments
This age group are more than just stereotypes doing stereotypical things on screen. Deeper insights into this age group would’ve led to better work.
That is such a jam packed script – no one can comprehend it.
Especially the oldies.
One scene done well would work better than whatever supercut that was.
I’m the audience, so it must be you.
Live Rymarkably?
What older person stereotypes are shown here? Isn’t the creative doing everything it can to show the opposite? I.e older people are often portrayed as slow, weak, feeble?
Whether the work is good or not, I don’t agree that it plays into stereotypes.
… a brand identity that needs a refresh that much. Yeeeesh!
does every other ad have to be a joke of some sort
Let’s go back to making grand philosophical statements about our purpose then shall we?
Because laughter is enjoyable and enjoyable is memorable.
Simple.
You are taking the piss and your audience aren’t going to like it.
Big fail.
But only if the jokes make you laugh.These don’t.
This actually feels super fresh for the category and genuinely made me chuckle.
i can’t wait to get old to hang out at this bangin ryman establishment
Gotta try harder than that M&C peeps.Far too obviously written by insiders.
That whenever we show older people enjoying life, they have to act like they’re 20 again? Let’s modernize their portrayal a little.
Is the retirement home in same street?
The older people as depicted aren’t just stereotypes,they are caricatures,which is even more insulting.Someone got this horribly wrong.I doubt that it was the strategy folk,as the category isn’t that difficult to understand.Suspect it was the creative team having a self indulgent giggle or the director bullying to do it ‘their way’ with the casting,wardrobe and props.The retro Mustang was surely the final and most crack-handed of all the cliches crammed into this film.I sincerely hope that the staff at Ryman are not so patronising to their residents.