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.

Although this film has been shot in Brazil and will be relevant to the Brazilian market before the Olympics games, the first airing market will be Canada. However we kept in mind the different cultural and regulatory constraints to make sure that we can deploy it globally before Summer 2016.

The film opens on Copacabana Beach, Rio. Passers-by are challenged to participate in a Mystery Volleyball game inside a dark tent. They can’t see their opponents or the volleyball court, except for glow-in-the-dark paint underlining their silhouettes and the net and lines. A series of games ensue, with the mysterious volleyball players winning all of them with impressive moves and technique… until they finally lose one.

That’s when the lights suddenly switch on and reveal that the two volleyball champions where actually two women over fifty years-old, much to their opponents’ shock. The film closes on the line: ‘You’re only as old as you move’ – a variation on Voltaren’s brand purpose, bringing to life The Joy of Movement.

The film has been released on the Voltaren Canada YouTube channel 100 days before the start of the 2016 Olympics.

20 years after a Brazilian team has last won female Beach Volleyball at the Olympics, we prove that Brazilian women still got the moves.

Although it is currently only available in Canada, the film is being adapted for other leading markets including Brazil.

From a strategic point of view, we have been proposing an idea that brings to life our Brand purpose in a online piece of film that aims at raising awareness around what our brand brings to people: “Joy of movement”. The execution embraces a very simple idea, which is translated in the line “You are only as old as move”, also leveraging the momentum of the pre Olympic games.

Our goal is to jolt people in reappraising their judgment about the brand as the one that helps to restore the joy of pain free movement.

Voltaren is an enabler; it helps to fight body pain and ultimately to restore the joy of movement. We think that there are many misjudgments around people's ability to move. Many people over fifty years old are young in their mind and not so much in their body anymore, but the appetite for movement is still there! What we offer them is to match this state of mind with the physical side of things - demonstrating that even though some wrinkles have made their way to our forehead we are still capable to burst into a sprint or enjoy any simple movement they sometimes have struggle with. This campaign’s objective is to make people understand that our ability to move is a mental barrier that we impose ourselves; this is perfectly demonstrated in our film and our campaign line “you’re only as old as you move".