I was invited to help create a new brand positioning and develop a nationwide instore, OOH, radio and online campaign for Boots' range of Signature glasses for the over 60s.

After immersing in their world, it didn't take long to recognise that this audience comes with plenty of sass, style and attitude. The brand positioning, Eyewear for Living, was empowering and ageless. I played into the ING part of the campaign narrative ensuring the language felt present and energised.

The creative was loved by the client, offering a clear direction for the TOV and model casting. No ageism or patronising in sight – just a vibrant bunch of people in their 60s living their best lives.