Ryman, a provider of retirement villages in Victoria, Australia, has unveiled a new creative campaign titled 'Live Remarkably'. Developed by M&C Saatchi Group, the campaign aims to demonstrate that choosing to live at Ryman is a remarkable, smart, and sophisticated choice.

Targeting individuals over 65 years old, the 'Live Remarkably' campaign encourages them to live their best life in retirement. The campaign launch follows a competitive pitch in 2023 when Ryman Healthcare appointed M&C Saatchi Group specialist agencies to create a bespoke agency model to drive Group brand strategy, creative, PR, events and media connections planning and buying along with measurement and evaluation.

The ‘Live Remarkably’ brand platform is now in the market across multiple channels.

Jade Lindrea-Jones, General Manager Marketing at Ryman Healthcare, emphasises that the third age of life is not a time when things slow down.

"You have the time, means and freedom to do new things. We are champions of that third age. Ryman has been in Australia for 10 years building premium retirement living. We are delighted to launch the new ‘Live Remarkably’ brand platform for Ryman to encourage future residents to explore the possibilities," she said.

The campaign, described as both playful and luxurious by Emma Robbins, Executive Creative Director at M&C Saatchi, aims to make future and current residents feel special. The campaign is about reframing the concept of retirement, viewing it as an exciting beginning rather than an end.

"Live Remarkably is both playful and luxurious. It evokes aspiration and is about making our future and current residents feel special, instead of old," she commented. "Changing our mindset of retirement from being an end to being an exciting beginning - and Ryman creating a place for that beginning in life to be remarkable."