Communications agency Adhesive has kicked off its work with retirement living provider Levande by staging a launch moment that genuinely stopped people in their tracks – media, locals and even a few startled politicians.
Forget ribbon-cutting. Guests were told to look up as a crew of retirees descended the façade in full Mission Impossible mode, abseiling down the side of The Cambridge, Levande’s new 28-storey retirement village in Epping.
The high-impact stunt officially opened the landmark development and doubled as a statement of intent: Levande wants to redefine the category by showing that retirement isn’t the end of adventure, but the start of something a whole lot bolder.
Exceptional brought to life
The concept was built on Levande’s “Everyday Exceptional” platform, which aims to challenge outdated stereotypes about aging and showcase the vibrancy and possibilities of retirement living.
The Cambridge is Australia’s tallest retirement living building. It sits within a first-of-its-kind intergenerational precinct that brings together retirement living, residential aged care, a heritage-listed church and a primary school on one integrated site.
Nik Scotcher, Chief Sales and Marketing Officer at Levande, said the launch needed to reflect the brand’s bold promise.
“Everyday Exceptional is a bold and ambitious commitment to make, so we knew we needed a head turner for the launch of our latest village, The Cambridge. This stunt embodies everything we are trying to achieve with the Levande brand, and to see the feedback from media, partners, colleagues, and most importantly our residents is hugely satisfying.”
A brief that took just 30 minutes to approve
Adhesive’s Founder and Managing Director, Mike Maurice, said the agency recognised the opportunity immediately.
“As soon as we saw this brief, we knew what we wanted to do with it. It took less than thirty minutes for the CEO and his team to sign off on our idea. At that point, we knew we were working with a partner who wanted to shake things up and trusted Adhesive to do it with them.”
“We’re looking forward to continuing our collaborative and Everyday Exceptional partnership.”
Since the abseil, the stunt has gained national media traction and sparked widespread positive feedback, with many praising the fresh take on ageing and retirement living.