Packaging
Agency
Pride & Partners/Utteridge Pty.Ltd.
Rationale
GREAT PRODUCTS
The most common means of determining a persons age is by his or her appearance. If a person appears old, by virtue of skin condition, hair colour etc, that perception carries with it a mindset and the old person is immediately categorised.
In this advertisement we challenge the automatic assumptions associated with age. We point out that the exterior, the packaging, is not what matters. It's the real person inside the packaging, the product that should be judged. The ad closes with the suggestion that taking the time to understand and accept seniors can be rewarding.