Retirement campaign raises the bar for a life lived well

Imagine reaching a stage in life where everything finally slows down enough for you to savour it—and each day unfolds like a tapestry of joy, connection, and adventure. For Ad Nut, this is just life: Roaming freely, indulging in nature, and spending time with friends. But for humans, those moments of bliss often come later—if they come at all. While the animal kingdom may revolve around predator and prey, humans chase something different: The elusive green currency. And when they finally secure that future, the golden years deserve to be nothing short of extraordinary.

Ryman Healthcare’s latest campaign, crafted by M&C Saatchi, speaks directly to this desire. Aimed at Australians aged 65 and over, the campaign offers them a chance to 'live their best lives' at one of their eight retirement villages in Victoria—and therefore, step into a life of luxury, freedom, and excitement.

The film showcases a vibrant community where neighbours gather, but it's the older residents who shine from the retirement community down the road. They’re seen driving convertibles, outpacing younger runners, sharing drinks and snacks with friends, and enjoying sun-soaked beach days. The film reframes retirement—not as a winding down, but as a time when life truly begins, filled with new hobbies, thrills, and experiences that would make anyone envious.

The campaign is now live across multiple channels, including key visual assets beyond film for OOH.

Jade Lindrea-Jones, general manager of marketing at Ryman Healthcare, articulates the company’s vision: "The third age of your life is not a time to slow down. It's when you have the time, means and freedom to do new things. We are champions of that third age. Ryman has been in Australia for 10 years, building premium retirement living. We are excited to launch the new ‘Live remarkably’ brand platform for Ryman to encourage future residents to explore the possibilities."

After a competitive pitch in 2023, Ryman Healthcare selected M&C Saatchi Group's specialist agencies—including M&C Saatchi Agency, Resolution, Re.Design, M&C Saatchi Sport & Entertainment, Precision, and Bohemia—to create a tailored model that drives the brand's strategy, creative work, PR, and media connections planning.

As for Ad Nut, it doesn’t exactly envy the human lifestyle—though a spin in a convertible does sound fun—and lives freely in nature save for the occasional harsh winter. But what Ad Nut wholeheartedly supports is the idea of living life to the fullest. Watching others celebrate their hard work and enjoy those quiet, dignified moments of joy is something this squirrel can certainly get behind.

CREDITS

Client: Ryman Healthcare

GM Marketing Australia: Jade Lindrea-Jones
Brand & Campaign Manager: Sarah Maes
Campaign Specialist: Briony Edwards
Senior Comms Advisor: Margot Taylor

Creative Agency: M&C Saatchi
CEO: Michael McEwan
ECD: Emma Robbins
Senior Art Director: Codee MacDonald
Senior Copywriter: Gotham Pillai
Strategy Director: Michael Hyde
Senior Producer: Ros Payne
Integrated Producer: Sydnie Kendall
Group Account Director: Melissa Scott
Senior Account Director: Alexandra Reynoldson
Account Executive: Ronan Horgan
Design Director: Dutchy Baart
Integrated Designer: Kristopher McDuff
Designer: Ilan Galanti

Media Agency: Bohemia
Head of Strategy: Max Broer
Head of Client: Kimberly Stafford
Client Director: Georgia Green
Media Manager: Alana Mazza
Media Executive: Darcy Burke

Director: Tony Rogers
Production Company: Guilty
EP/Producer: Rohan Timlock
Sound Design: Massive Music
Cinematographer: Katie Milwright
Offline edit: Rohan Zerna
Online: Resolution Design

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.