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Creative

Amplifon's New Campaign Aims to Break Down Age Barriers

The campaign was created by LOLA MullenLowe and it showcases how older people can stay in active roles in society

Amplifon's New Campaign Aims to Break Down Age Barriers

Today, people live an average of 34 years more than previous generations. However, society still views older people with prejudice.

Amplifon, global leader in hearing solutions and services – presents its video manifesto, Old or not old? Through a positive attitude and emotional tone, the video manages to eliminate barriers to using hearing aids by normalizing them.

The message is not only aimed at Amplifon clients and this new generation of older people, but society itself, since it presents old age as a stage in life to continue being active and doing the things we love.

“This new campaign arises from an insight validated through research with consumers all around Europe: it came to light a strong and unambiguous need to lead/accompany the new generation of consumers not only through a Hearing products offering and cutting-edge services, but also with a communication style showing a target that is active protagonist of their own life,” says Chiara Fracassi, Corporate Brand & Customer Experience Director. “Moreover, the communication platform puts together, for the very first time, the firepower of the Amplifon Group, leveraging on a joint creative and production effort, pursuing the ambition of making Amplifon a pioneer brand of the New Generation.”  

Amplifon was founded over 60 years ago and it has grown to become one of Italy's most important multinationals. Amplifon is active in 22 countries across 5 continents.

 “The day we started working for Amplifon we decided that the brand had to have a much more relevant role for society than just a distributor of hearing aids. It is not a campaign of brilliant executions or viral pieces, but LISTENING TO THE NEW GENERATION is a platform for all of us to become aware that old age is no longer a place to hide in a corner in the last years of life. From a creative point of view, it has undoubtedly been one of the processes in which we have learned the most, and not only in terms of advertising.

This campaign aims to give our fathers and mothers the place they deserve within society, but also so that all of us who have not yet reached that point in our lives, begin to imagine our future from a different perspective” says Nacho Oñate and Nestor Garcia, Executive Creative Directors of LOLA MullenLowe Barcelona.

The Manifesto has been released on television in Italy and will soon be released in several countries across Europe as part of an integrated campaign.

Genre: Activation