Amica Magazine Ad

Brief

Create a magazine ad targeting adults aged 60+ and convince them to move into Amica, a senior living community. The challenge was to make Amica feel like an appealing choice rather than a reminder of aging.

Insights

Research revealed that the target audience didn’t see themselves as “old” and resisted the idea of senior living. Traditional messaging around retirement felt unappealing because they valued independence, personal growth, and control over their lives.

Approach

Instead of framing Amica as a place for aging, the campaign focused on evolution, celebrating life as a continuous journey of change and opportunity.

Body Copy

Are you worried about not seeing your loved ones as often? About missing out on the hobbies you
love? Or maybe you are wondering about still having the freedom to choose what you can do from the
comfort of your home?
Don’t worry, we got you, and we encourage you to pursue what you are passionate about every day, to
spend time with your loved ones as often as you like, and to enjoy your independence as always —just
from a more comfortable place (yes, with a pool, gardens, libraries and more).
Life is all about change, embrace it with Amica.

Tagline

Keep evolving

Made with Photoshop