Swiss Life Pairs Retirees with 'Trainees' to Give Retirement a Different Spin

Aim Is to Challenge Preconceptions of Old Age

Published on

Editor's Pick

Insurance brand Swiss Life puts a different spin on typical "retirement" advertising with an online campaign in which it pairs young people with retirees who defy people's usual expectations of pensioners. The idea is that they spend some time together and find out just how varied life in old age can be -- and challenge the viewers' preconceptions. The aim of the campaign is to sensitize Swiss people to increasing life expectancy

The campaign, created by Jung von Matt Limmat, includes four mini-documentaries housed on an online hub that feature different retirees and their "retirement trainees." They include a twenty-two-year-old bicycle courier teamed with "Switzerland's oldest bodybuilder," who's still pumping iron in the gym at age 96. Plan B directors Chris Niemeyer, Nicolas Steiner, Barbara Kulcsár, Christophe M. Saber each helmed one of the films.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Jan 27, 2016
Jung von Matt Limmat
Swiss Life
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age