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.

Ageism is very present in Western societies. There are damaging preconceptions about how seniors move, behave or even think. As soon as you’re over fifty, society thinks of you as ‘an old person’ rather than just ‘a person’, which can be damaging to seniors’ self esteem.

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.

During a live event on Copacabana Beach, Rio de Janeiro, two female volleyball players in their fifties challenge younger people in a glow-in-the-dark volleyball game. In the dark, it is impossible to tell our heroines’ age; they are judged only on their movements and ability to play. Until the big reveal, when we switch on the lights to point out the gap between their now visible age and the public’s preconceptions.

One version of the film to be produced for the Canadian market, which is the most digital savvy market as well as the simplest to get medical approval in.

The film will be hosted on the Canadian YT channel but no media investment is planned yet.

Other leading markets, including Brazil, already asked for a local adaptation, with some media investment to support it.

Content was released end of April in Canada.100 days before the Olympics (PR angle)

It is part of an eco-system of videos. From tutorial to more 'exciting' content, all aimed at an 'older audience'.

It has millions of viewers monthly.

This is one of the last editions.

Other key markets are implementing this film in their content system on the way to Rio 2016.

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

This story isn't a standalone piece, it is part of the content ecosystem that Voltaren built on the premise that ‘You’re only as old as you move’, also featuring advice from body pain specialists talking about movement and how to keep it alive.

It works for all markets in the build up to Rio 2016 and is primarily aimed at a 50+ audience.

Our approach was to make a piece of film in which we can show that Pharmaceutical communication can be fun. Moving away from the traditional type of advertising we decided to organize a live event in which people would be invited to participate and shake up their perception about people’s ability to move.

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".