arvida
Life your way - getting Arvida on the list
Drawing on my experience in the retirement and aged-care sector, I worked with Regan Grafton and the Thinkerbell Aotearoa team to help onboard Arvida and support the creation and launch of their Life Your Way brand platform.
At the time, Arvida faced a clear challenge: despite being a sizeable player, they were struggling to get onto the “shopping list” for prospective residents in a market dominated by the big players such as Ryman, Metlifecare, Summerset. The campaign set out to cut through that noise and make Arvida noticed, celebrating the independence and agency of older New Zealanders. Across 35 unique communities, Arvida empowers residents to take control of their lives, pursue new projects and adventures, and live on their own terms, a philosophy brought to life in bold, character-driven storytelling.
The platform launched across TV, radio, cinema, press, digital and social. My role included strategic support, shaping the brand platform, and guiding the go-to-market launch, translating insight into a campaign that cut through a crowded sector and positioned Arvida as an empowering, distinctive choice. Life Your Way is a good example of how strategic insight and creativity can help a strong but under-recognised brand get noticed and celebrated.
