Everyone knows the phrase “you never forget your first time.” It’s an emotional connection we share with memorable life experiences; the first time you flew in an airplane or had your first crush.

We typically relate “first times” to our relative youth, when life still stretches far ahead. But time and opportunity often slip away. Even people with long, engaging lives have dreams they never got around to fulfilling — a valuable lesson to young people putting off their own wish or “bucket” list.

To bind young and old alike, we would let them share the exhilaration of experiencing some life firsts together.

Our lesson? The First Time Has No Age.

The agency selected three emotional “first times”: parachuting from a plane, seeing the ocean for the first time, and being part of a childbirth. We then found Brazilians who had never experienced these special first moments, and matched them with a younger or older counterpart. They would experience the same life moment, at the same time, together. And we’d capture their stories and emotions on film:

“Childbirth” showed a grandmother and great-grandmother sharing in the birth of a young couple’s first child.

“Parachutes” chronicled a 20-year-old woman and 75-year-old man as they simultaneously fulfilled their skydiving dream.

“Sea” captured the unforgettable moment when a 55-year-old woman and 29-year-old man emerged from a forest to see the ocean for the first time.

Released in chapters, with a new film debuting once a month, “The First Time Has No Age” delivered captivating content to Pfizer Brazil social media channels and fan pages.

The web series was a strategic and emotional success, engaging our broad target audience around Pfizer’s healthy aging messages. The campaign helped Pfizer create a unique, positive and differentiating brand voice in the larger consumer conversation on aging, and advance its inspiring message that age simply doesn’t matter when it comes to pursuing an aspirational new experience, or one’s dreams and ambitions, for the first time.

The three videos generated 4 million+ organic views and shares on Pfizer social channels, and drew an outpouring of 70,000+ positive comments and reactions from consumers personally moved and motivated by the films.

We have also generated over 10 million earned media impressions in Brazil around the campaign, reminding and encouraging more people to “age without shame.”

Comments struck an emotional and personal chord:

“…I am 66 years old…My dream is to attend college and earn my diploma with pride! I can ... I can do it!”

“Thirty years ago, a person of 40 was considered old. The 60 of today is the 40 of yesterday and, who knows, 80 will be the youth of tomorrow.”

“I am not afraid of old age. I am living life more now than I ever have. My dream and my mind are very young. “

“It's never too late to dream and test adrenaline. Limits do not exist for those who seek happiness.”

“There is no age. There are limits, yes. But we must always seek new dreams…”

“…How important it is to have the first time!”