Seniors for Seniors

Campaign idea

Problem: In Czech Republic pensioners feel useless and deserted. Technology deepens their disconnection. Young vendors use too much jargon and don’t any patience for elders. Solution: Technology can be better explained to seniors… by other seniors. We developed an HR experimental program to reconvert pensioners into Vodafone sales force. The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies. We redesigned our training program, using less memorization but learning by play. Results: Ageism became a public topic, next to feminism and racism. Czech Parliament is supporting the initiative. Nationwide TV coverage.

Brand name: Vodafone
Advertiser / client: Vodafone
Product / service: Telco
Campaign name: Seniors for Seniors
Agency network: MCCANN WORLDGROUP
Agency: McCann Prague
Additional company: -
Production company: Stink Films
Executive creative director: Razvan Capanescu
Creative director: Filip Kukla
Art director: Filip Kosatka, Petra Biro
Copywriter: Filip Kukla
Account director (agency): Lucie Srbkova
Client account director: Vladimira Dolezelova
Pr director: Alice Reindlova
Film production: Veronika Jelsikova, Michael Sroubek
Director: Jakub Svejkar
Director of photography: Radim Strelka