Break The Silver Ceiling
Client: AIC | 2024 | Role: Creative DirectorAgeism is everywhere. Even you and I have been guilty of it. It shows up in the workplace, in real life, online, and even in our language. And these judgements create barriers, preventing us from living our best lives as we grow older. This is the Silver Ceiling.
The Agency for Integrated care came to us with a need to redefine what it means to age well in Singapore - a country with a rapidly aging population. We looked within and realized we had to show aging gracefully, passionately, and respectably - while at the same time breaking our own barriers.
The resulting platform, “Break The Silver Ceiling” is one that is designed to last for decades, able to focus in or zoom out and talk about ageism in any context. For 2023-24 our focus is on Active Aging, so we set a world record by bringing generations together. Below is the run that started it all.
Case film coming soon!
We turned our silvers into influencers with designer threads from Mr. Sabotage himself
The response from global media and our local community has been something special.
