It is said that there is a big difference between “being alone” and “being lonely”, but surely nobody has ever become lonely without being alone first.
WHERE ART THOU, OLD FRIEND
Loneliness is one of the biggest challenges faced by our elders. Retirement, children moving to another city, a spouse or close friends passing away… All of these factors contribute to feelings of loneliness, neglect, and isolation. Lonely seniors have a 59% higher chance of deteriorating physical and mental health compared to their peers who do not feel this way.
INTERGENERATIONAL SOLIDARITY
Campaigns addressing this issue usually play on themes of sympathy, often using somber and sorrowful tones. But is such a gloomy atmosphere truly motivating enough to inspire action? That’s why we decided on a different approach: we empowered older individuals, depicted them in a positive light, and communicated some of the advantages they possess over younger people. In a time when all of us are glued to our screens, there is nothing better than real human contact. That’s why, in this campaign, we encourage young people to reach out to seniors and get to know their new old friends.
Željko won’t invite you to a concert of his indie shoegaze band
Marica won’t bother you with Tinder horror stories | Find old friends and help their loneliness | Ljiljana won’t tag you on drunken photos
Zlatko won’t send you 6-minute long voice messages
Srećko won’t try to explain what is brat summer to you | Unlike your peers, I don’t fall easily for baffling trends.
Ljiljana won’t tag you on drunken photos | Ljubica won’t cancel an hour before you’re supposed to meet | Željko won’t invite you to a concert of his indie shoegaze band
Ljerka won’t bombard you with nail inspo boards | Unlike your peers, I only paint my nails in a handful of classic colors.
Štef won’t ask you if you’re very demure, very mindful | Unlike your peers, I’m not obsessed with TikTok trends
Slavica won’t invite you to a crowded shopping mall to pick out a dress for a bachelorette party | Unlike your peers, all of my friends are already married
Credits
Señor
Iva Kaligarić ~ Strategic Director | Jurica Ćorluka ~ Head of Creative | Tomislav Fabijanić ~ Head of Design | Renata Poljanac ~ Account Director
Krugovi
Petra Klasić ~ Project Manager
