Beautiful new work from Rankin across film and stills for Ogilvy London and Relate. Taking on the campaign pro-bono, Rankin said: “The simple fact is it that we all need intimacy now more than ever – and age, of course, really is just a number. The greatness of love and affection – the very things we can’t stop writing books, films, and pop songs about – doesn’t need to change as we find our later years. This campaign sets out to break convention, and that’s what it did, both before and behind the camera.”
The campaign’s aim is to tackle the stigma around this unspoken subject - the notion that older people shouldn’t, couldn’t and wouldn’t want to have sex and be intimate. According to a poll undertaken by 3Gem market research:
- Two-thirds of over 65s (67%) say sex and intimacy for their age group is rarely (43%) or never (24%) represented in media compared with a fifth (20%) of 18 to 24-year-olds.
- Only one-fifth of Brits think society is OK talking about sex and intimacy in people aged over 60. Fewer than 10% of people aged over 65 think society is comfortable with it.
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PROJECT: Relate “Let’s talk the joy of later life sex”
AGENCY: Ogilvy
AGENCY CONTACT: Jane Douglas
AGENCY CONTACT JOB TITLE: Head of Marketing
CLIENT NAME: Sarah Milsom
CLIENT JOB TITLE: Director of Communications & Engagement
CLIENT NAME: Sarah Osmik
CLIENT JOB TITLE: Media & Communications Manager
CLIENT PARTNER: Katharine Easteal
CHIEF EXECUTIVE CREATIVE DIRECTOR: Jules Chalkley
CHIEF CREATIVE OFFICER: Andre (Dede) Laurentino
CREATIVE: Nicola Wood
CREATIVE: Andy Forrest
CLIENT PARTNER OGILVY PR: Rachael Coomber-Nolan
BUSINESS DIRECTOR OGILVY PR: DK Cheung
GROUP PROGRAMME DIRECTOR: Sophie Rhys Evans
DESIGNER*: Luke Ridgway
ART BUYERS: Lesley Scott / Jodie Woodhouse-Ward
PHOTOGRAPHER: Rankin
PHOTOGRAPHER'S AGENCY: Rankin
MEDIA AGENCY: Mediacom, also with thanks to JCD and Clear Channel
MEDIA PLANNERS: Daniel Wood, Managing Partner and Adam Crow, Partner
PRODUCTION COMPANY: Rankin
DIRECTOR: Rankin
RANKIN PRODUCER: Christine Wright
EDITOR: Fabio Liguori
POST-PRODUCER: Leo Thornborough
INTIMACY COACH: Ita O’Brien
POST PRODUCTION: Hogarth / GPS
