Threads | Arcare Aged Care

Team

Creative Director — Scott Bundy
Art Director / Copywriter — Felix Barnett
Creative — Trinity Ross

Director — Olivia Altavilla

Production Company — Eric, Tom & Bruce

Incredible staff make all the difference.

Client

Arcare has grown to be one of the largest aged care providers in Australia with 50+ category-leading aged care residences that feature movie cinemas, cafés, private dining and a range of suites all with their own ensuite.

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Proposition

"Arcare’s incredible staff make all the difference."

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Insight

Arcare's team members have a tangible connection to each resident. They consistently go above and beyond in providing quality aged care to every resident — nothing is too much trouble.

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Idea

Break away from traditional aged care spots with a whimsical, metaphorical story that demonstrates how it takes a group of great aged care staff to look after the needs of each elderly resident.

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Execution

The spot was turned around in two weeks and features a mix of professional talent and real staff.

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In appealing to new and current staff, as well as elders and families in search of quality aged care, the emotive story heroes the team, but also features the high-quality interiors of Arcare Balnarring. 

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‘Threads’ first aired Christmas Eve 2023 through the 2024 Australian Open and beyond, and is supported by a large-scale media campaign.