Australian Unity wanted a health insurance campaign for people over 50 – with no category cliches. So we started by avoiding ageist ones. Because this audience isn’t ‘old’. They’re thriving, doing what they love, refusing to slow down.

To keep it real, we found groups of everyday Aussies ‘living their best life’ in slightly unusual ways. Introducing The Screamers and The Glad Wrappers, captured in their element, empowered by good health.