Our Fresh Start campaign for The Residence at Littledale aims to tackle that barrier head on by reframing the perception of this period of transition from one of dread to empowerment. It also serves as a catalyst for real, meaningful conversations between families and seniors thinking about a move.

The integrated advertising campaign featured television, radio, OOH, digital, and social, and also included the launch of the Residence’s new Moving Concierge, an exclusive, complimentary service to future residents and their families.

The Cleanse, running on digital and television, serves as an anthem of empowerment and positivity for seniors. The spot follows our hero as she embraces the freedom and joy of ‘cleaning house’ in preparation for a move to Littledale. Underscored by an instrumental version of These Boots are Made for Walkin’ that comes with a built-in narrative about making a fresh start, the spot is a celebration of moving on to bigger, better things.