Retirement living provider, Aveo, is challenging the misconceptions about retirement living in its latest campaign from Publicis Worldwide Australia.

The integrated campaign was inspired by independent research commissioned by Aveo, which found a significant barrier to considering retirement living is the perception retirement villages are full of 'old' people. To counter this, the campaign features actual Aveo residents and tells the story of a woman born in the 1950s as she experiences life's major milestones alongside her community.

"Over the past three years we have been on a transformation journey which has included re-energising our brand. This campaign brings to life our authentic voice and repositions retirement villages from being an unknown and feared option to a natural continuation of a vibrant and connected life," said Aveo Head of Marketing, Bridgid Allsopp. "The campaign reflects where we are as a business today in our journey to become the most trusted brand in retirement living. We have enjoyed working on this campaign collaboratively with Publicis."

The campaign will be aired on free-to-air and catch-up television, and will also include press, radio, digital, and social media activity.

Publicis Worldwide Australia Executive Creative Director, Ryan Petie, shared his perspective on the campaign's approach.

"Retirement living should be a continuation of what you've always loved about your life. So, rather than just showing the typical montage of real estate shots with retirees playing tennis and clinking champagne glasses, we've told a life story, modelled on my own mum, and shown that Aveo is a perfect continuation of the life you've always lived," he said.