Retirement advertising often features stylish silver haired couples living their best new life. But the reality is that Retirement living is talking to an audience of 70% women. Even in couples, it is often the woman who spearheaded the move.

With this campaign for Levande, for Agency 303, we wanted to explore female desire. Not just the sexy kind, but desire for living, for friendship for adventure, for a full life. Something seldom explored in culture when it comes to older women. The response has been a resounding hell yes from the target market, responding to it’s playful, joyful tone. The campaign has exceeded all expectations, and created an enduring brand story.