The new communication campaign for Anni Azzurri addresses a theme that we can provocatively call “forever green.” Whether today, tomorrow, or the day after tomorrow, the elderly are us. This is why we need to invest much more than we have done so far.
From every perspective, starting with communication. Diving into the discussion with those involved in the new communication campaign, here are their responses to the question “Who are the elderly?”
Marco David Benadì, Partner and CEO of Dolci Advertising.
“Life expectancy continues to rise, and Italy remains among the ten longest-lived countries in the world. Therefore, as we become more long-lived, companies, services, and communication agencies must become more forward-thinking. The development of healthcare and social assistance systems, as well as new third-age-oriented products and technologies, is our future. This is why Dolci has been carrying out various communication projects related to the ‘elderly’ sector for 15 years. We have rebranded this age as ‘the age of new opportunities.’ And our new great opportunity, as an agency that has always prioritized human relationships, has been to work for Anni Azzurri.
As a first step, we sent our creative and strategic department to gain direct experience in Anni Azzurri residences. A place we discovered to be much more than a nursing home for the elderly.
The residences are, in fact, their home. Hence the payoff that initiated all the creativity: “Anni Azzurri. Welcome Home.”
Matteo Tessarollo, Head of Marketing and Communication at Anni Azzurri Residences.
“The elderly are those who, no longer needing to chase the future, can afford to live their present fully. And the present is an inexhaustible source of opportunities and experiences at any age. That’s why we at Anni Azzurri concentrate much of our energy on the quality of day-to-day life in every single service, proposal, and activity. For every level of self-sufficiency, there is a great potential to discover, understand, and stimulate. This must be done with professionalism and competence, but also with passion and enthusiasm. Just as we did for our new communication campaign, where we decided to involve our guests directly, turning them into the campaign’s testimonials. The result was exhilarating. Two days of shooting in our residences, which the guests experienced with great wonder and participation. The only difficulty was making them understand that, despite the flashes, spotlights, advertising agency, and production crew, they wouldn’t become the new Hollywood stars!
Jokes aside, the greatest risk for the elderly is to close themselves off. That’s why it’s essential to stimulate and encourage all possible relationships of exchange, confrontation, and dialogue. The elderly should not have a house that they can lock themselves in; rather, they should find a home space that has a window always open to the world.” The first images of the campaign—featuring a plan for print and web, billboards, and radio spots—will go live starting today and will show the guest protagonists captured in daily activities: exercising in the gym or outdoors, birthday parties with family, reading the newspaper, etc.
The campaign was produced by Dolci Advertising: Creative Direction by Guido Cornara, Giulia Pagani (copywriter), Alessandra Paglialonga (art director), and Martina Mancini (client partner).
Photographer: Matteo Linguiti.
For further information, contact: Martina Mancini
