Yorkshire-based care group, Springfield Healthcare, has appointed Brand Ambition to develop a design concept for its latest marketing campaign.
In a bid to reverse the stigma and perceptions of care homes within the media, Brand Ambition used AI to create a humour-led juxtaposition between younger and older generations.
The design features a group of cheeky-looking children dressed up as older people with the strapline – ‘Luxury care homes so good we wish we could move in too.’
Briefed by Springfield Healthcare to create a digital campaign that would stand out and make an impact in the sector, Robin Hetherington, creative director and co-owner of Brand Ambition, said: “We wanted to deliver a creative concept that put unparalleled luxury care at the forefront of the creative.
“When we started to explore ideas, we thought about how care homes might be seen through a child’s eyes and we wanted to take this idea to its illogical conclusion – settling on the question ‘what if a care home was so good, children wanted to sneak in?’”
Once the concept was agreed, Brand Ambition used Midjourney to capture and create the images to bring the campaign to life.
Head of marketing at Springfield Healthcare, Rachael Dunseath said, “We wanted to break the mould in a sector that is showing no signs of slowing down.
“With an aging population, it’s important that together we change the perception of care homes now and in the future.
“We wanted to be bold with a campaign that would make people stop, smile and take a second look and we’re delighted with the creative developed by Brand Ambition.”
The campaign will be the first cross-channel campaign for Springfield Healthcare and will be rolled out on the brand’s website and social media, and supported by a targeted digital marketing campaign to generate enquiries.
