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Creative in association withGear Seven
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Instrumentarium Releases Touching Ode to Old Age ‘Summer of Love’
26/06/2018
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Older generation take centre stage in new ad for Finnish brand
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The original summer of love was celebrated just over half a century ago in 1967.

Finnish optician chain, Instrumentarium, has launched their new campaign, ‘Summer of Love’ starring a group of 60-70 year olds, clearly living a free and active life.

The brand’s agency (Woerks) comments, "Over 47% of Finnish population is over 55 year old. Unfortunately advertising shows mainly twenty somethings being active – and older people are seen only as grandparents with a very limited role. Instrumentarium wants to be among the first advertisers to change this". 


They go on to further comment that ‘the changing role of older people is very visible in Finnish society at the moment. New kind of “granny discos” are very popular where older people are “drinking and twerking” like youngsters. Also social media is full of older stars who don’t fit into the conservative role that an older person would traditionally have.’ 

Change can only happen with action and even smaller symbolic acts are important when you want to make people rethink their attitudes. As part of the summer campaign, Instrumentarium have also launched new emojis for older people. These buck the cliched images that we usually see.

The campaign was directed by Finnish director Anssi Määttä through Director’s Guild Helsinki and Producer Juha Matti comments ‘we have worked on several fantastic campaigns for Instrumentarium now and are honoured to continue to make these socially important films for a great brand’

To view more of Anssi Määttä’s work please click here 
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