BBDO Malaysia has helped Anlene roll out a new campaign to launch the new Anlene Heart-Plus, by turning ‘growing old together’ on its head and setting a new standard for love and commitment between couples.
Launched on March 24, 2017, the ‘Grow Young Together’ campaign seeks to trigger conversations about ageing, debunking the myth that it should restrict mobility and lifestyle choices. Anlene proposes that with the right nutrition, people can continue to live as young as they feel inside.
Building on the insight that women are usually the ones pushing their partners to stay healthy, the campaign is focused on encouraging married, middle-aged women to look to Anlene Heart-PlusTM for themselves and their partner and inspire them to engage in activities they can do together, even as they age.
The video features local jazz singer Sheila Majid and her husband Acis as living embodiments of the Grow Young Together proposition.
The BBDO team on this project included VJ Anand, Lee Tak Shune, Lay Jian Yi, Krystle Morais, Hugo Pacheco and Khalida Kamaludin.