SYDNEY, AUSTRALIA – In a confident stride toward redefining perceptions of retirement living, leading national operator Levande has unveiled its dynamic new brand platform Everyday Exceptional, crafted in collaboration with creative agency 303 MullenLowe. The initiative represents a holistic evolution of Levande’s identity, supported by strategic insights from consultancy Wingmaven and launched in partnership with Havas Media.
Everyday Exceptional challenges long standing stereotypes with a platform that celebrates the vibrancy of later life. Central to this new narrative is the recognition that retirement is not a winding down, but a rich new chapter – where joy is found in the simplicity of meaningful moments and community connection.
Rolling out nationally across television, digital, radio, and a refreshed website (levande.com.au), the integrated campaign debuted this week with the first of three television commercials, with subsequent executions scheduled for release in the coming months.
303 MullenLowe Sydney Chief Creative Officer Bart Pawlak said “As the saying goes – how we spend our days is how we spend our lives. And it’s Levande’s promise of helping elevate every day spent in retirement that inspired our brand platform of ‘Everyday Exceptional’, as well as the charming little moments of daily contentment depicted in our stories. Moments that, importantly, avoid the usual representations littering the retirement category. And that instead, successfully capture the allure of this new class of retirementresidence in an engagingly irreverent way,”
Levande’s Chief Sales & Marketing Officer, Nik Scotcher continues: “303MullenLowe has given us a big platform idea to grow into. ‘Everyday Exceptional’ works so well because it’s not just a spirit that is authentically and playfully captured in our ads and brand design, but a mantra that the whole brand experience can build and continue to live up to. This platform is a true reflection of who we are and what our residents experience daily. It’s grounded in insight, elevated through creativity, and designed to grow with us.”
303 MullenLowe Sydney’s Chief Strategy Officer, Jody Elston said a cultural fear of ageing and its association with restriction and winding down was a strategic challenge identified early in the planning process, and ultimately addressed in the campaign.
“It was important to reframe this next stage of life to be focused on the benefits of adaptation, and an acceptance that there is still good to come,” she said.
“For nearly half of all Australians over the age of 70, the happiest times of their life came after 50. And it’s actually the ordinary experiences that make us happier as we get older and develop a greater appreciation for living in the moment. So, we wanted to represent happiness not as an end-state, but a decision you make every day to be present and appreciate the little things.”
A Swedish word that means ‘vivid’ and ‘full of life’, Levande embodies the positivity inherent in its name, with more than 9,000 residents residing in 59 communities. ‘Everyday Exceptional’ is the first work executed by 303MullenLowe for the Leading national retirement operator since being appointed earlier this year as a result of a competitive pitch.
