Description
Ageism affects more than 1.3 million senior adults in Ecuador. The stigma that productivity decreases with age, puts their valuable experience at a disadvantage and causes them to withdraw from the workforce despite their continued potential to contribute. Banco del Pacífico as a leading financial institution wanted to address social issues, including ageism and unemployment among seniors, and to make a positive impact on the communities they serve.
For this reason, they sought to transform the perception of seniors from a burden to an untapped market and created The Senior Economy. A new economic model that collects the work experience of senior adults for the purpose ot determining its value and selling it as a service to struggling businesses.
Seniors can submit their resumes to the bank's website, and the system will calculate the economic value of their experience. The system then matches seniors with businesses in need of their expertise, providing a service that benefits seniors, businesses, and the country's economy.
This professional campaign titled 'The Senior Economy' was published in Ecuador in January, 2023. It was created for the brand: Banco del Pacífico, by ad agency: Paradais DDB. This Direct and Experiential media campaign is related to the Finance industry and contains 1 media asset. It was submitted 4 months ago by Creative: José Reinoso of Paradais DDB.
Credits
Chief Creative Officer: Agustín Febres-Cordero
Chief Strategy Officer: Ricardo Medina
Executive Creative Director: Lupas Celis
Account Director: Maria José Pastor
Account Executive: Andrea Elizalde
Creative Director: José Reinoso - José Serrano
Art Director: Daniel Gabela
Designer: Sebastián Pulla
Copywriter: Eduardo Hernández - Gabriela Ortíz
Editor: Christopher Valdiviezo
