"Open All Ages" epitomizes creative strategy by addressing urban demographic shifts and space utilization in Shanghai. The campaign’s strategic thinking revolved around exchanging time for additional elder-friendly spaces, repurposing nightlife venues for morning activities for the elderly, reflecting a deep understanding of urban dynamics and cultural patterns. It's a unique approach to a social challenge, transforming the city's fabric to benefit an often-neglected demographic. This campaign didn’t just create new spaces; it reimagined the use of existing ones, showcasing a blend of cultural insight and creative urban planning – a hallmark of impactful creative strategy.

Shanghai, known for its lively nightlife, is also an aging metropolis with over 5.4 million elderly residents, making up 1/4 of its total population. However, rapid urbanization and the scarcity of land makes it hard to create new venues for the elderly, and they often find themselves excluded from social and entertainment opportunities. The “Open All Ages” campaign aimed to address this by transforming nightlife venues into morning spaces for the elderly. The objective was to create inclusive, elder-friendly environments utilizing existing urban spaces. This innovative approach attempted to enhance the well-being of the elderly while fostering intergenerational connection. The campaign's goal was not only to provide entertainment but also to integrate the elderly into the city's social fabric, opening Shanghai for all ages.

Rapid urbanization and the pace of modern life in cities like Shanghai have led to a growing disconnect between the elderly and the community. Traditionally, Chinese elderly spend their mornings in activities like Tai Chi, dancing, or playing chess in public parks. As the aging population continues to increase, the need for more elder-friendly spaces increases as well. The "Open All Ages" campaign taps into this cultural norm by repurposing nightlife venues as morning social hubs for these activities.

Shanghai’s identity as ‘Night Shanghai’ is well-known, with its bustling nightlife being a significant aspect of the city’s culture. This campaign cleverly juxtaposes this with 'Morning Shanghai', a concept that is new yet culturally resonant. It addresses the issue of urban space scarcity while respecting the traditional routines of the elderly.

The primary challenge "Open All Ages" addressed was the social exclusion of Shanghai's increasing elderly population from the city's vibrant urban life. G-Life needed to create inclusive spaces for the elderly in a city with rapid urbanization. The brand values focused on community integration and respect for the elderly. The target market was the city's elderly, who were often sidelined in a city celebrated for its nightlife. The desired outcome was to transform these nightlife venues into welcoming spaces for the elderly during mornings, and to create a sense of belonging for the elderly, offering the them an opportunity to engage in communal activities within spaces traditionally reserved for the younger generation.

The strategic process began with analyzing Shanghai's urban lifestyle, particularly the disconnect between the city's vibrant nightlife and the routine of its elderly population. Extensive research, including workshops and collaborations with sociologists and urban planners, was conducted to understand the daily rhythms of these demographics. The breakthrough came with the realization that nightlife venues, busy at night but closed in the morning, could serve the elderly. The insight was that we could exchange time for additional elder-friendly spaces — these spaces could cater to different age groups at different times, effectively utilizing the city's limited space. The main challenge was convincing venue owners. Collaborations with community leaders and careful negotiation with venue owners helped overcome these challenges. The breakthrough moment was turning the concept of 'time-sharing' urban spaces into a reality, a novel solution to the challenge of space scarcity in a densely populated city.

The creative idea behind "Open All Ages" is a pioneering concept of time-sharing urban spaces in Shanghai. This campaign transformed nightlife venues, usually closed during mornings, into vibrant social hubs for the elderly. By flipping the “OPEN / CLOSE“ signs to “OPEN All Ages", nightclubs are transformed into elder-friendly spaces such as chess clubs, opera halls and more. This initiative not only optimized the use of urban spaces but also addressed the social exclusion of the elderly population. It's a simple yet revolutionary idea: while young people enjoy the city's nightlife, the elderly can enjoy similar social experiences in these very spaces, but at a different time. This approach redefines urban living, fostering an inclusive environment where all ages can enjoy the city's offerings.

"Open All Ages" achieved remarkable results, both in terms of social impact and media reach. The campaign led to the participation of over 1,700 venues, providing new social spaces for more than 250,000 elderly residents, and the number is still increasing. This initiative garnered significant media attention, achieving over 3.76 million impressions. The response from the community was overwhelmingly positive, with a noticeable change in behavior and attitude towards the elderly. There was an increase in consumer awareness about the needs and inclusion of the elderly in urban spaces. Businesses such as KFC and Starbucks also introduces discounts for the elderly in the morning. The government's endorsement of the project as an official long-term initiative further underscores its success and the profound change it has brought about in the community's perception and treatment of the elderly.

One potential discounting factor impacting the effectiveness of "Open All Ages" was the initial reluctance of nightlife venue owners to adapt their spaces for morning activities for the elderly. Convincing them to alter their business model and participate in a socially-driven initiative was challenging. However, these issues were addressed through strategic collaboration with venue owners, clear communication of the campaign’s benefits, and volunteer support from the society.