The films went out in different markets (CAN, UK, AUS, POL, GER). All regulatory issues were taken into account. Hence the different edits for different markets.

Ageism is very present in Western societies. There are damaging preconceptions about how seniors move, behave or even think. When you are older, society thinks of you as ‘an old person’ rather than just ‘a person.

Our campaign challenges these prejudices and shows that whatever your age, and despite muscle and joint pain, you can still experience the joy of movement and ultimately that you’re only as old as you feel.

Meet Marian and Anthony Booth, a 70 year-old real life couple and see how they reenact their life in a shadow play dance: reproducing movements from all ages, from childhood to their current age.

We follow their journey from the rehearsals with the choreographer in London, to the shoot of the performance in Warsaw and their family’s endearing reactions at the home screening when they discover that these two shadows are in fact their parents, grandparents, great-grandparents.

5 versions if the main film were produced (CAN, UK, AUS, POL, GER) as well as a behind the scene for the same 5 markets – (each market has different regulatory constraints).

All main films were launched on the local Youtube channel of the local markets with direct redirection to the Behind the scene if people were eager to know more about the journey of our main cast for this project. Local markets were activating this content via paid media campaigns redirecting to their YT channel.

The original objective was to make a global campaign with an edit that could be run on a global YT channel for our client, but due to the category and its regulation this was not feasible from a legal point of view.

In order to give a digital voice to our brand we did not want to be exclusive of any audience. Main objective for us was a maximum reach online. Because we need to be inspiring, even more when working for a pharmaceutical lab, we focused on creating an emotional piece that would allow us to jolt people into reappraising their opinion of Voltaren as a brand that restores the joy of pain free movement.

In order to have the best coverage we produced one version for each key market (in terms if search volume) to make sure that we were going to a relevant and efficient reach.

One of the main challenges that our client was facing was their online presence, especially on search. After a year of planning the digital presence in terms of digitally owned media, the logical next step was for us to produce outstanding hero content that would prove something based on a global insight – “you are only as old as you move”. The main objective for us was to translate on screen what our brand stand for – “The Joy of movement”.

- Situation: If I experience body pain, it restricts not only my movement but also my confidence. The fear of pain limits my movement, joy and connection with life.

- Brief: Interrupt Internet browsers with content to deliver them a brand message and hook them in our communications channels, for educate and explain content.

- Objectives: Jolt people into reappraising their opinion of Voltaren as a brand that restores the joy of pain free movement.