The ambition
As the world’s leading luxury later living model, Auriens is a place where everything is taken care of. In order to raise awareness and attract new resident enquiries, Pollitt & Partners worked alongside Auriens to create a campaign that stood out from the usual tropes of the sector. By injecting a little humour and pathos to copywriting, we wanted to humanise the idea of Auriens for the later living community
The idea
In order to stand out from the usual visual styling of the luxury later living sector, we eschewed photography in favour of a warm, slightly playful retro illustration styling, evocative of advertising of the 1970s and 80s. By doing so we were able to add personality and humour, taking genuine thoughts, concerns, worries and anecdotes from residents and re framing them as reassurances that everything at Auriens is taken care of, sometimes before you even know it.
“…You Just Know” is a bold statement that underlines this dedication to service.
