Municipality of Shanghai: Open All Ages

The campaign aimed to address the issue of social exclusion of Shanghai’s elderly population by transforming nightlife venues into morning spaces for the silver-haired seniors.

Campaign details

Title: OPEN ALL AGES / MORNING SHANGHAIBrand: Shanghai Science and Technology Elderly Service CenterAgencies: Ogilvy Shanghai Shanghai + Boxcutter Limited Auckland + Hongguan Art Lab Shanghai + Red Horse Media ShanghaiMarket: China


Shanghai, known for its lively nightlife, is also an aging metropolis with over 5.4 million elderly residents, making up a quarter of its total population. However, rapid urbanization and the scarcity of land make it hard to create new venues for the elderly, and they often find themselves excluded from social and entertainment opportunities. The “Open All Ages”...

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