Ryman Healthcare shows how it helps retirees ‘live remarkably’, via M&C Saatchi Group
Ryman Healthcare (Ryman) has released a new creative campaign with M&C Saatchi Group that spotlights how the retirement village provider helps people over the age of 65 live their best life.
The ‘Live Remarkably’ campaign stresses the benefits people receive when they choose to spend their later years at one of Ryman’s eight villages. It cements the decision as “a remarkable choice, a smart, sophisticated, wise choice” that results in one’s “most remarkable life.”
“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,” said Ryman’s general manager, marketing, Jade Lindrea-Jones.
“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.”
M&C Saatchi’s executive creative director, Emma Robbins, commented on the creative work. Robbins described it as “luxurious” and “playful”, along with being a reformation on how people view retirement.
“Live Remarkably is both playful and luxurious. It evokes aspiration and is about making our future and current residents feel special, instead of old,” Robbins said.
“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”.
After winning a pitch in 2023, M&C Saatchi Group’s agencies – Bohemia, M&C Saatchi Sport & Entertainment, Resolution, Re.Design, M&C Saatchi Agency and Precision – were tasked with ” create a bespoke agency model to drive Group brand strategy, creative, PR, events and media connections planning and buying along with measurement and evaluation.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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