New work from Toronto-based Bensimon Byrne for the Government of Ontario's Retirement Pension Plan, the light hearted campaign is dire...
New work from Toronto-based Bensimon Byrne for the Government of Ontario's Retirement Pension Plan, the light hearted campaign is directed by Andrew Norton of Untitled Films.
Retirees, who understand the realities of retirement, were paired with with YouTube celebrities, who could teach retirees a thing or two about pop culture. As they exchanged their wisdom, the bond between the generations grew.
The retirees were chosen based on their willingness to share their experiences and optimism for the future of millennials.
A retiree named Livingstone, a former cop who then helped his wife run a motel, was paired with Andrew, a YouTube video star. Andrew taught Livingstone how to create a music video, and Livingstone taught Andrew about retirement while making him his famous jerk chicken.
A retiree named Maureen was paired with Typical Gamer, a gamer with millions of subscribers. Maureen learned how to trash talk and play Far Cry Primal. Typical Gamer learned retirement was something he had to plan for as Maureen taught him the etiquette of teatime.
Kathy, an 80-year-old retiree and former assistant, was paired with Brent, Toronto’s most popular radio personality from Indie 88. Kathy learned how to be a disc jockey while Brent learned there was much more to retirement than he thought.
The Wisdom Exchange is a digital campaign, and the long format films will be pushed to millennials through a media buy, the YouTube star’s social channels, and all of the government’s digital properties.
Client: Government of Ontario
Agency: Bensimon Byrne, Toronto, Canada
Agency Producer: Meghan Cheesbrough
Creative Director: Joseph Bonnici / Dan Strasser
Associate Creative Director: Lorne Covant
Art Director: Debbie Chan
Writer: Matt Doran
Group Account Director: Jill Engelman
Business Lead: Charlotte Osbourne
Project Manager: Ashley Belfast
Production House: Untitled Films
Executive Producer: Peter Davis
Director: Andrew Norton
Director of Photography: Jesse Louttit
Line Producer: Tony Phibbs
Post Production Offline: School Editing
Producer: Emily Torontow
Editor: Matthew Kett
Post Production Online: Smith
Producer: Patty Bradley
Editor: Justin Lee
Colourist: Andrew Ross
Audio House: Pirate
Producer: Maggie Blouin-Pearl
Director: Vanya Drakul
Engineer: Jared Kuemper