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

Aim Is to Challenge Preconceptions of Old Age

By Alexandra Jardine. Published on Jan 27, 2016

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.

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Jan 27, 2016
Jung von Matt Limmat
Swiss Life

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