Still Making Memories
Home Instead Senior Care
Issue 52 | October 2019
Agency
Energy BBDO
Creative Team
Chief Creative Officer: Andrés Ordóñez Executive Creative Director: Ioana Filip Creative Director: Phil Jungmann Art Director: Elaine Kalvelage Copywriter: Andrew Ciaccio Head of Integrated Production: John Pratt Executive Director of Music: Daniel Kuypers Producer: Sarah James Music Producer: Nick Maker Group Account Director: Pete Ruest Account Supervisor: Amanda Nieman Strategy Director: Casey Conway
Production Team
Production Company: Eightfold (Detroit, MI) Director/ Editor: Kurt Schneider Executive Producer: Nick Stachurski Colorist: Ryan Sundberg
Other Credits
Music: Jilian Linklater, Centricity Music Single: “Still Making Memories” Writers: Jilian Linklater, Justin Morgan, Zachary Kale
Date
June 2019
Background
The in home-care category has long been dominated by functional and unrealistic portrayals of aging. Nine out of ten Americans 65 and older want to continue living at home for as long as possible (1), but don’t realize their options. To break through unrealistic portrayals of aging, Home Instead Senior Care launched their new campaign in October with a touching video called “The Third Stair”, which highlighted the relatable and emotional realities that many families face with their aging loved-ones.
(1) Source: Caring for America’s Seniors: The Value of Home Care; Home Care Association of America, Global Coalition on Aging
Idea
“The Third Stair” film features an instrumental version of the song “Still Making Memories”, which was created for the brand with Nashville singer/songwriter, Jilian Linklater. The song was inspired by Jilian’s relationship with her own grandmother and her experience watching her age. “Still Making Memories” was released by Jilian on multiple music streaming platforms, including Spotify and iTunes. A music video was then created for the song featuring Jilian’s grandmother, June, and showcased the importance of enabling seniors to live comfortably in their own home. It celebrates 25 years of service for Home Instead, a brand that has helped seniors continue to make memories at the homes they love. The lyrical version of the song is also used throughout other pieces of digital and social content within the brand’s campaign.