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By Jo Bird ✨ · June 3, 2025 · Curated by George's Blog
OBSESSED with this new campaign by wearable tech brand ŌURA 🤩This new brand campaign caught my eye IMMEDIATELY for the provocative hero message: "Give us the finger"But when I looked into it a bit more, I discovered the campaign is an attempt to redefine what 'getting old' actually is.The brand said: "We believe health isn’t just about adding more years to your life—it’s about adding more life to your years."OOOOOOF. I LOVE it. We need to hear this sentiment a LOT more in advertising.From a creative POV, the campaign ticks a few boxes for me:→ (G)old age as aspiration:There is something SO powerful about seeing an 'older' generation of cast members as protagonists, not supporting roles. The feeling of attitude, power, joy and strength is so clear in everything from the concept and headline copy right through to the video script. It really feels like Generation Gold, NOT Generation Old.→ Lifestyle symbol:Oura positions its ring not just as a health tracker, but as a lifestyle symbol. The ring is basically a badge of commitment to intentional living. And they support this notion with campaign placement during the NBA Finals and out-of-home placements in cities like London and New York.→ Contemporary visual direction:The stills have been shot with this wide angle aesthetic which is often used as a "Gen Z" mechanic. It feels edgy, quirky and kind of 'point of view'. But what it actually does here is blend the 'old' and 'new' to create a beautiful friction worth admiring. In particular, that low angle places the protagonists as aspirational. A subtle, yet clever tactic.Before you ask me, no, I don't have the "results" of this campaign yet.It's new. Brand campaigns take time to measure.But I'll for sure be keeping my eye on how ŌURA builds their brand sentiment and (hopefully) continue to tell the empowering story of life, health and age as something to be proud of.More than anything, I'm just so pleased to see a brand not obsessing over Gen Z.What do you think of this campaign??------👋 I’m Jo Bird. Creative Director & Brand Builder🎤 Now taking speaker bookings🔗 Work with me - Link in bio